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Holistic Marketing looks at your whole business (people, processes and products) and tailors a solution to align systems, services and customer touch points, so that consumers' experience of your brand is seamless and consistent across all channels.


A business utilizing a holistic marketing approach operates under the strong belief that all aspects of its marketing strategy is interrelated. Development of marketing programs such as the marketing mix, the design of marketing campaigns and the implementation of marketing processes are not isolated business functions under a holistic marketing concept. Instead, the business makes marketing decisions and implements campaigns based on reaching a common organizational objective.

The process of holistic marketing takes into account the considerations of stakeholders, customers, employees, suppliers and the community as a whole when creating and implementing marketing strategies. Holistic marketing has gained in popularity due to the high saturation rate and increased competition in the marketplace. Businesses realize they can set themselves apart through a holistic marketing approach, all while creating a synergy among organizational departments. Although strategies for implementation differ from one company to the next, every holistic marketing approach includes four main components: relationship marketing, integrated marketing, internal marketing and societal marketing.

“Holistic marketing” is not only a new marketing paradigm, but it provides a new way of looking at a business. Here are a couple of definitions I’ve come across from other sources to better clarify the concept:

The process of business development can incorporate many different departments within a company. Small businesses need at least one person devoted to the development of the business, even if they have other responsibilities. An employee who works closely with the marketing and sales team as well as the product development team will do very well in their job duties.

If necessary, contracting with a company who specifically handles business development might work out well as long as you are communicating with the experts on their team. Making sure that everyone is up to speed with the most current business trends is vital to maintaining your company's success. Most business development experts recommend that new opportunities in the company's industry be identified as often as possible in order to expand current markets and bring in more money. If your company cannot afford to have its own business development team, often you can have the advertising, sales, and/or marketing department handle the business development responsibilities.

A business development professional's main focus is to identify opportunities for the business, but also they need to stay up-to-date on current industry trends. Knowing what business competitors are working on is helpful to keep your business strong. Noticing when there is a new market sector or specific new client's means your company can work to improve or change up your advertising campaign.

Setting priorities for your business opportunities is another important aspect of business development. Once you have recognized new areas of potential growth, you will need to decide what to do first. Taking advantage of everything at once is a recipe for disaster, so do a return on investment analysis for each opportunity to see which one you should work on first.

Project management is one area of expertise a good business development expert should be well versed. Being able to think creatively and organize the projects will help bring your goals to fulfillment. Adapting your company's business strategies to remain competitive is an important job in any company, regardless of how much money is devoted to the department.

People with a business degree or a lot of experience doing consulting would make a wonderful addition to any marketing or business development team. Depending upon the nature of your business, you may want to hire someone with a background in technology, sales, or investment banking.

The job market for business development experts is growing rapidly with the advent of the Internet as not only a place to do business, but a wonderful arena of advertising opportunities. There are so many places to gain useful information about business development, starting with your local chamber of commerce. Learning as much as possible about business development will help your company remain vital and strong in this uncertain economy.

aaa business development is all about three things -- relationships, value and timing.