It is important to keep in perspective that as one learns more about the role, responsibilities and objectives of marketing that the various components should be approached from an integrated view. One component should not be viewed in a vacuum onto itself, but in relation to what the instructor calls the “complete customer and the complete solution” (Ricco, 2006).
As Kotler and Keller (2006) stated:
A whole set of forces that appeared in the last decade call for new marketing and business practices. The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and inter-dependencies. Holistic marketing recognizes that everything matters with marketing. Four components of holistic marketing are relationship marketing, integrated marketing, internal marketing, and social responsibility marketing (Kotler& Keller, 2006, p. 16-17).
Like “action and reaction” in the discipline of physics, there is an inter-relationship in marketing variables that is dynamically oriented. Thoughts?