Paradoxically, there is essentially nothing new in Mr. Beinhocker's book. It sets out ideas that have been hovering in the minds of the most insightful intellectuals for decades. We are talking about a holistic paradigm, which, according to many, should replace the traditional logic of common sense in economics. The buzz around the book is probably due to the fact that a prominent business guru representing a major consulting agency spoke loudly about the new paradigm. Imagine if Luciano Pavarotti came on the opera stage and sang punk verses. It would make an impression and attract attention!

In essence, through the mouth of Dr. Beinhocker, McKinsey&Co announced the laying of a new intellectual foundation. For now, this is just a book by one of McKinsey's senior advisers, and not an official press release. However, there is no doubt that its release is planned as a deliberate move by McKinsey to cement the agency's status as a pioneer in the new holistic economy.

Beinhocker and his partners sensed that society was “ripe” and ready to widely accept the holistic paradigm. The time has come to bring it out of the category of oppositional economic teachings into the mainstream of modern business thought. A few words about the roots of the holistic paradigm, which seriously threatens to revolutionize the minds of economists, managers and marketers.

History of the Holistic Question

The meaning of the holistic paradigm is most conveniently perceived when contrasted with the traditional analytical logic that prevails in the business environment and in the economy in general.

The traditional way of thinking, ordinary logic, is based on a method of analysis where we divide the complex into its constituent simple parts. We are used to thinking: it is enough to see what parts reality is made of in order to understand it and gain control over it. We, people brought up in the Western tradition, believe this unconditionally; it is the strongest habit of our mind. So, when thinking about business problems, we draw complex flowcharts that represent individual departments, business processes, etc.

Think about it, why are we doing this? This way we get the illusion of understanding and control over an overly complex reality. Otherwise our mind cannot function. It is in the quest for understanding and control that children break toys and marketers segment markets. Divide et impera - divide and conquer - this is the essence of traditional analytical logic and ordinary thinking.

The opposite way of thinking is characterized by accepting reality in its entirety. The range of ideas associated with this alternative way of thinking is called the holistic paradigm (from the Greek word holos - wholeness, wholeness, unity). In accordance with it, we should not split the world into parts in search of understanding and power, but should perceive it as it is - complex and whole. We are not looking for power over reality, but for cooperation and co-creation with it.

Holistic ideas have long been known in the West. Their source is traditionally considered to be mysterious Eastern philosophy. The first Western preacher of holistic thinking should be called Johann Wolfgang Goethe (poet and scientist), who developed his own scientific method Anschauung, which is an interesting method of holistic thinking. Unfortunately, only now, 200 years later, is science beginning to take an interested look at the idea of ​​Anschauung.

Then there was cybernetics, catastrophe theory and, finally, the theory of complex systems. Complexity science, as the theory of complex systems is called in the West, is rapidly developing. The associated holistic paradigm is increasingly penetrating into many areas of knowledge - medicine, economics, politics. And everywhere she brings a new, holistic view of complex, although familiar, things.

Holistic Thinking in Practice

Despite the simplicity and naturalness of holistic thinking (it is believed that it arises before analytical thinking), it can be difficult to master. Perhaps the greatest obstacle is that thinking holistically does not give the illusion of control over the world. When a person accustomed to thinking analytically tries to look at things holistically, he experiences strange confusion and a feeling of unsteadiness and uncertainty. The more he tries, the more the feeling of misunderstanding and loss of control increases. It is this feeling that beginners stumble over, thinking that they do not understand the essence of holistic thinking and cannot look at things holistically. In fact, feeling misunderstood is the first step towards holistic thinking.

For an ordinary person, this feeling frightens, stops, but for a holistic thinker it is a sign of approaching the goal. With certain practice and favorable conditions, this process ends with the emergence of confidence in a certain fact that could not be established analytically or logically. This sudden certainty, this “intuitive knowing,” is an important result and feature of holistic thinking.

Not everyone can feel comfortable without feeling in control of what is happening and without even fully understanding what is happening around them. This is what makes the ability to think holistically a rather rare quality. However, the holistic paradigm recommends that we live this way. She suggests throwing away illusions and admitting: having a good mind and strength, we nevertheless only partially understand what is happening in the market, in our business, and only partially control what is happening. In return, we get an amazing and incomprehensible ability to find the right solutions and new ideas in the chaos of business. Isn’t this the skill we are so lacking?

Holistic Marketing

Although they started talking about holistic approaches in the field of management and marketing fifteen years ago, they are only now beginning to be taken seriously. Not long ago, even Philip Kotler mentioned holistic marketing, which is replacing traditional marketing. According to him, holistic marketing will take a more holistic view of the social space in which consumers, owners and employees of companies find themselves. Marketing should cover not only sales channels, but also supplies, and should not be a separate function, but the driving force of the company. In fact, Kotler says that marketing should not divide the market and the enterprise into parts, but accept them holistically.

On the communication spectrum (see the article “Marketing Spectrum”, &.Strategies, No. 7, 2006), holistic marketing occupies the area of ​​​​the highest levels. Holistic marketing does not limit the content of communications either to individual details and characteristics of a product or service, or even to any complexes of ideas. The content of communications becomes the entire world in which the business lives, including the personalities of managers and employees. Holistic marketing communicates this world to clients in its complexity, richness and diversity. On the other hand, in holistic marketing we direct our communications not to individual human needs or even to some generalized values, but to the client’s unified personality in its complexity, richness and individuality. We are not trying to look for points of control over the consumer, we are not trying to find his “button”, but we are creating conditions for cooperation and co-creation with him.

Holistic marketing is, first of all, a special, holistic way of thinking, and not a set of specific recipes and technologies. Any business can take advantage of its powerful and so far little-explored potential, but to do this, you need to learn to act without trying to understand and control everything around you. It's not easy, but don't be scared. Even the transition from classic 4P marketing to branding requires a major rethink: you cannot understand branding without moving the focus from your office to the consumer's head. Holistic marketing simply takes it a step further by suggesting that we take both into account.

Holistic marketing is difficult to understand, but that doesn't stop you from using it successfully. It produces results, not the illusion of understanding and control.

Butterfly Effect

The butterfly effect is one of the most famous manifestations of complex systems. In the 1970s, meteorologist Lorenz was able to prove that the flapping of a butterfly's wings over Hong Kong could cause a hurricane in Florida. The Earth's atmosphere forms a complex system, and the flapping of a butterfly's wings in a certain place and at a certain time can lead to enormous consequences even on the opposite side of the globe.

The application of the butterfly effect is beginning to penetrate into marketing, but so far only timidly, to the touch. A relatively recent example is the model of critical contacts in the service process. According to it, not all aspects of the service process are equally important. When organizing the work of an enterprise in the service sector, priority attention should be paid to some key points. Thus, when organizing the work of an office selling cabinet furniture, you need to carefully think through and work out such moments as the first telephone contact with the client, the moment of his entry into commercial premises or office, the moment of meeting with the manager, the moment when he leaves the office after making an order, etc. What happens between these moments has less impact on the result of service than even minor nuances of critical moments or contacts.

Life cycles

Another example is the extremely practical idea of ​​life cycles. A simple observation convinces us: any market objects experience stages of youth, prosperity, maturity and decline. Life cycles observed in stories individual goods and needs, brands, enterprises, entire industries and markets. Practitioners in the fields of management, human resources and marketing have developed methods for using the idea of ​​life cycles. So, personnel officers know various methods work with personnel depending on the stage of the enterprise life cycle. Marketers talk about creating a balanced product portfolio for an enterprise. To do this, it must represent products or business units going through different stages of their life cycles (Boston Matrix - remember all those “stars” and “cash cows”?). But no one has a single picture.

Why are life cycles characteristic of market objects? Is it possible to slow down the trajectory of life in order, for example, to extend the life of a “cash cow” product? Or, on the contrary, is it possible to accelerate the movement of a young enterprise along its life trajectory in order to quickly bring it to a mature level? Businesses and products do not have logically clear and understandable reasons to survive life cycles. And if there is no understanding, there is no control, which is why some argue that it is impossible to influence life cycles. It is possible, but only on the basis of the theory of complex systems and the holistic paradigm.

"Portfolio of strategic experiments"

The conversation about life cycles brings us back to Dr. Beinhocker's book. He writes about the need to view the economy as a complex evolving system. Just as living species change and evolve through biological evolution, business plans evolve and change in economic evolution. They are subject to the same evolutionary forces as any species in nature: they mutate and undergo natural selection. It is evolutionary mechanisms, Beinhocker says, that are the main innovative force in the economy, “evolution is smarter and more creative than us.” But what follows from this?

Instead of trying to predict market developments, managers must ride the innovative forces of evolution. Traditional processes should be abandoned strategic planning, which rely on naive attempts to predict the future. Instead, one needs to assemble a “portfolio of strategic experiments” that cover the entire range of possible developments. No need to calculate best business plan, but to collect a whole bunch of development plans, allowing reality itself to choose the best one. To do this, enterprises must create processes to ensure a variety of strategies and organize a clear market feedback, which will highlight the most promising experiments. A marketing plan as part of a business strategy should also be chosen from a bouquet of possible marketing plans by life itself...

This is completely different, not analytical, but holistic thinking. We do not analyze or try to control reality, we accept it as it is and cooperate with it. To accept the idea of ​​a “portfolio of experiments”, you need to restructure your way of thinking, because out of habit, in every situation we look for the best solution, the best plan.

Beinhocker proves that we can achieve success without trying to guess the best moves. As an example, he cites the Microsoft company, which has been and is constantly reproached for the lack of a clear strategy. At times, its divisions develop products that compete with each other. “Rather than trying to guess the future, Gates has created a population of competing business plans within the company that reflect the evolutionary competition in the market. Thus, Microsoft itself is evolving along with the market... Gates’ strategy can be interpreted as follows: he formulated the company’s highest goal - to become the world’s leading software company, and then formed a portfolio of strategic experiments and created the conditions for gradual evolution towards this goal.” . The results achieved by Gates will give many pause.

Intramarketing

Intramarketing is a marketing practice that takes a holistic view of things. We developed intramarketing when experience and observations convinced us that the reason for the success of enterprises (including market success) is not limited to some particular aspects of its work. Neither product innovation, nor excellent advertising activity, nor competent business management, nor super sellers - no private detail of a business can lead to success. The success of an enterprise is a holistic state, a special atmosphere that manifests itself in every part of it.

The spirit of success - we all feel what it is, although it is difficult for us to explain exactly what we feel. This is a sure sign of what to look for and create business success through holistic thinking. Those involved in business development—executives and marketers—need a holistic view of things.

We took two simple steps towards a holistic view and got intramarketing. The first step towards a holistic view was the decision to consider the enterprise only as a relative area unified system enterprise-market. We have stopped contrasting the enterprise with the surrounding market. They are too closely interconnected to be considered in isolation from each other. There is no market at all, but only the environment in which business lives. There is no enterprise at all, but there is a community of people who gather for several hours a day for a common cause, joined from time to time by other people - clients and managers. It's the difference between seeing an apple as part of your breakfast and seeing an apple as part of an apple tree. If you want to see a living apple, you need to look for an apple tree.

The second step was that we stopped distinguishing between enterprises, objects and processes in life that are important for marketing and those that are not important. Everything that can be seen, heard or felt in connection with the enterprise matters - be it advertising layouts, telephone intonations or the smell of cigarettes and coffee in the office. Everything is part of a single cognitive field that is perceived by customers, employees and business owners. What is not part of this field are empty and unnecessary abstractions. The scribbles you scribble out of boredom in a planning meeting can be just as important as a thick stack of official papers.

The first of the intramarketing models, the determinants model, describes the enterprise-market system as an area of ​​zones of stability, separated by dynamic and relatively narrow boundaries of instability and instability. What happens at the unstable boundaries of stability zones has a strong impact on the state of adjacent stability zones. In contrast, what happens in zones of stability has almost no impact on the rest of the system. Objects and processes that are located in narrow areas of instability are called determinants. Even small interventions in determinants can have a serious impact on the overall health of the enterprise-market system. Search and targeted correction of determinants is the basis of intramarketing practice. In some cases, this correction can be achieved without any financial costs at all and even hidden from system participants, which is sometimes important.

The second model of intramarketing, the model of amorphous communication channels, states that all links of the enterprise-market system are connected by two types of information flow channels. The first type is explicit channels. These are communication channels that are organized and controlled by participants in the enterprise-market system. For example, the external content of advertising communications is controlled by the advertising departments of companies, and the formal content of telephone conversations is controlled by sales managers and clients. However, in addition to explicit channels, there are hidden, implicit or amorphous communication channels. These are channels for the movement of information that remain beyond control: non-verbal features of people’s behavior, minor details of office design and information materials, etc. We call these channels amorphous because they do not depend on a specific physical medium. Thus, a manager, without realizing it, can transmit a hidden message to the client. negative information not only by his nonverbal behavior, but also by the arrangement of objects on his desk. Amorphous channels cannot be controlled, but only taken into account. In the process of intramarketing, the content of amorphous channels must be brought into agreement with the content of explicit information channels. We see this as a powerful method of building customer and employee loyalty.

The third model is the cross projection model. In accordance with it, in some characteristics what is happening inside the enterprise reflects what is happening on the market. This allows you to draw conclusions about the situation on the market, that is, outside the enterprise, using an analysis of what is happening inside it. However, the cross-projection model states even more than that: what happens inside the enterprise also affects the rest of the market—the enterprise and the market cross-reflect each other. In fact, we are talking about the opportunity to influence the market through internal transactions with the enterprise. This is perhaps the most paradoxical idea of ​​intramarketing, but the very name of the method is connected with it: “intra” translated from Greek means “inside, from within.” Intramarketing is marketing from the inside.

Intramarketing is a holistic mindset anchored by the three models described above. As an illustration, I will give a small example from our practice.

A large network of dental clinics was experiencing serious problems with a new branch, located, admittedly, in a not very good location: a working-class and rather inconveniently located area populated by residents with low incomes and retirees. The management of the branch was unable to bring the branch at least to the level of profitability, so the decision to close it was brewing. It should be noted that the management of the network sent, naturally, the youngest and most inexperienced doctors to work in this branch. Under the current conditions, we needed to try to quickly and cost-effectively change the situation in order to give the branch one last chance.

A key element of our strategy was internal advertising of the branch’s doctors in the style of political propaganda at polling stations: from the most prominent place in the hall, we removed a wall newspaper about how employees were celebrating New Year, and hung several large posters with the faces of doctors and their “significant” quotes. The doctors were very young, but we sought the impression of maximum authority. As a result, after two months the branch reached full payback and began to steadily increase its performance.

When getting to know the branch, we immediately noticed that the young doctors behaved shyly and were not very confident. Although each of them was a good specialist, at the level of amorphous channels they broadcast something opposite - not only to clients, but also to surrounding colleagues. The situation was exacerbated by the cultural dissonance between doctors and typical clients in this grim working-class area.

A direct consequence of internal advertising was that doctors' confidence increased (they began to look at themselves differently), and patients waiting for appointments were no longer shocked when faced with young specialists, since their perceptions were prepared in advance and directed by the posters. Having solved these problems, we automatically solved a more significant one - changes within the enterprise led to changes outside it, and, despite the lack of noticeable advertising support, the flow of customers began to steadily increase.

This is a very simple example and seems quite clear after the fact. However, behind our actions there was not the psychological reasoning given here, but a holistic logic supported by intramarketing models. In other cases, intramarketing methods are less obvious and may not be easy to justify with any logical explanations. Ultimately, the basis of intramarketing is holistic thinking, which does not depend on descriptions and reasoning; it can create models for any specific situation. Therefore, we do not suggest that you use intramarketing models in your practice, but we invite you to discover the power and creativity of a holistic view of the world, some of the facets of which have been demonstrated here.

The holistic paradigm says: do not cling to one model or another, do not look for a better recipe. Just look at things holistically and juggle patterns, create your own recipes - the ones you like. Make marketing fun and exciting for you, otherwise it won't be fun and exciting for your customers. This is a holistic view of things, which the whole business world will soon be talking about, following McKinsey&Co.

Roman Ufimtsev, director of the ER Marketing Atelier, Kaliningrad.

The international market is heavily skewed towards demand. Companies, when deciding to launch a new product, primarily focus on consumer needs. Marketing analyzes consumer demand. There are several approaches to studying demand. The most effective and modern look marketing - holistic. He proposes to solve the sales problem in a comprehensive manner. The market is so oversaturated with goods and services that using one marketing tool is no longer enough. In order to interest the consumer, it is necessary to approach the solution of the task systematically.

Concept

Holistic marketing is a set of marketing tools used simultaneously to increase consumer demand. The word “holistic” comes from the Greek “holos,” which means “whole.” This approach helps to cover and manage marketing processes: forecasting, planning, implementation and analysis. All tools must work together. The concept of “holistic marketing” is an alternative to the concept of intensifying sales efforts.

Target

The goal of classical marketing is to sell an existing product and increase its value for the consumer. While the concept of holistic marketing offers a different approach. It is based on the following principles: production for the sake of the consumer, taking into account needs, customer orientation. The ultimate goal of holistic marketing is to meet consumer needs and reach all groups target audience.

The main task of holistic marketing is optimization production processes, their integration to create a product that satisfies consumer needs. The focus of the entrepreneur's interests is transferred from the product to the consumer.

Components

Founder modern theory Holistic marketing is considered to be Philip Kotler, who identified the components of marketing. He also explained the need for their mutual and harmonious simultaneous development.

The essence of the concept of holistic marketing lies in the relationship of 4 elements:

Marketing mix

This is a set of marketing activities. The system considers holistic marketing as a modern management concept. It consists of a chain: product - cost - distribution - promotion. In this case, the product refers to measures to attract the buyer’s attention to the product (product quality, packaging design, warranty obligations, creation of a trademark).

The “cost” element includes the development of a product discount system, credit conditions, compensation and price list, that is price policy enterprise that can influence consumer choice. The distribution process includes distribution channels, assortment, market coverage, transportation. Promotion means the process of selling products, advertising, creating communication channels with customers and direct marketing.

Tools

Holistic marketing tools include 3 levels:

1. Demand management level. It consists in focusing the manufacturer’s attention on consumers. Includes collecting data about consumer needs, creating a product useful to the consumer, and managing relationships with customers.
2. Resource management level. Sphere implied key competencies. The level consists of a space of key competencies, a business domain and management of the company's internal resources.
3. The network management layer is the process of creating a collaborative network. Consists of processes for creating a common space for partners, searching for business partners and managing them.

McDonald's

Since its inception, the company has demonstrated a high degree of effectiveness in implementing holistic marketing. Net fast food famous for its friendly staff, speed of service and attention to public opinion at the same time. Criticism is perceived as an opportunity to improve the product and brand. In the 90s, rumors began to circulate around McDonald's about the excessive harmfulness of fast food.

The management of the restaurant chain responded to this immediately. McDonald's introduced more vegetable salads to the menu, apple slices for children and tried to reduce the calorie content of some dishes on the menu. And after criticism for using packaging that harms the environment, McDonald's began using environmentally friendly materials that do not pollute environment.

Puma

A successful example of holistic marketing is the business process management system created by the Puma company. This is a German company that has successfully launched and promoted its sportswear on the international market. But few people remember that in the 70s the company experienced a significant drop in consumer demand. Competitors gradually began to push it out of the market.

Holistic marketing helped solve the company's problems. Puma began to focus on the needs of its customers. To begin with, they divided them into target groups: professional athletes, people losing weight, fans of sporting events and those who like to wear sportswear in everyday life. Management began to develop separate types for each consumer segment, taking into account their needs: clothing for yoga, snowboarding, running, etc.

A consumer rating campaign was then launched new products, and edited it according to requests. Only after this did the company begin advertising at international sporting events, on catwalks and in sports bars. This allowed them to specifically influence their target audience and return the brand to its former popularity.

Xerox

In its work, the company is guided by the main principle of holistic marketing - internal leadership. Each employee of the company is informed by management about how the actions of a particular employee affect consumers. Employees realize the benefits own work and feel supported. The work of the company resembles a well-oiled clockwork mechanism. Xerox is making another bet on complete openness to consumers; everyone can take a tour of the plant.

Avon

This company became famous not only for its ability to please consumers, but also for one of the best models social marketing. Avon spent $400 million to fund the fight against breast cancer. This is a direct path to winning the favor of consumers. By creating unique products, the company emphasizes the social need of the brand and actively helps people.

Key words: concept, marketing, holistic marketing, market, management, tools, integrated, socially responsible, model.

Keywords: marketing, holistic marketing, market, management, tools, integrated, socially responsible model.

Abstract: This article is devoted to the substantiation of the need to use holistic marketing in enterprise management and in the management of regional level. The author has identified and described in detail the main tools for managing the components of holistic marketing in an enterprise and regional holistic marketing.

Abstract: This article is dedicated to the justification of the need for a holistic management of enterprise marketing and management at the regional level. The author identified and described in detail the main components of a holistic marketing management tools at the enterprise and regional holistic marketing.

Holistic marketing is a relatively new direction in the development of management concepts, in which all attention is focused on the integrated elements of a company's business interactions with customers, suppliers and intermediaries. This concept does not consider a collection of individual elements, but all components as a single whole. Holistic marketing is an attempt to balance individual components and connect them together.

Holistic marketing can be viewed from two approaches: holistic marketing at the enterprise and holistic marketing at the regional level.

Each of these approaches has its own characteristics and its own tools.

The concept of holistic marketing at an enterprise involves increasing production volumes and attracting buyers and partners through holistic marketing programs and maximum consideration of the interests of consumers, partners, society and company employees.

The components of holistic marketing are presented in Figure 1.

Figure 1 - Components of holistic marketing

Each of the elements of this approach has its own tools for increasing the company’s efficiency.

The goal of integrated marketing is to develop activities and create a complete integrated marketing program to create, promote and deliver customer value. These activities can be very diverse and are traditionally described as a marketing mix or a “4P” system. J. McCarthy proposed classifying marketing tools into four areas: Product, Price, Place and Promotion. [7]

The components of the marketing mix, from the point of view of the seller, are marketing tools with which he can influence buyers. From the buyer's point of view, the purpose of every marketing tool is to increase the consumer's benefit.

The 4P model is a traditional tool in the concept of integrated marketing. But there are other models for not only goods, but also services. M. Bitner suggested that in the service sector the traditional 4Ps are not enough and proposed supplementing this model with three additional Ps: personnel (People), process (Process) and physical evidence (Physical evidence).

In addition to the well-known traditional and extended models of integrated marketing, there are other models based on them. These models are presented in Table 1.

Table 1 – Marketing mix models

The development and implementation of any marketing event is carried out with an eye to everything else marketing activities companies. The company must integrate demand management, resource management and partner network management systems.

Internal marketing is the provision of the enterprise with appropriate marketing principles by all employees of the organization. This element of holistic marketing is aimed at promoting and awareness of ideas both within the enterprise as a whole and at the level of individual divisions.

By analogy with traditional marketing and the 4P model, the internal marketing mix includes the following tools:

The work offered by an organization to an employee is an internal product. Staff satisfaction with an internal product (work) depends on how much the consumer properties of this product meet the expectations of the staff.

Payment is the price of the internal product. Determining the price of an internal product is based on the fact that the benefits employees receive from work must be greater than this opportunity cost. In other words, the price of the internal product is determined by the degree of employee motivation.

Place (distribution) is a way of bringing an internal product to its consumer (employee). On the one hand, this component is considered from the point of view of the effectiveness of the organizational structure. On the other hand, this is the correct distribution of employees within the organization. The convenience of the territorial location of the place of work for individual employees is also considered.

Promotion of an internal product is the formation corporate culture, helping to meet the needs of internal customers, creating a system of effective relationships between internal customers and internal suppliers, between internal customers and external customers, development internal communications and other elements of internal PR. Thus, the internal marketing tools are:

• Product - A job offered by an organization to an employee;

  Price – Wages;

  Place - Organizational structure

  Promotion – Internal PR

Holistic marketing includes socially responsible marketing - understanding the ethical, environmental, legal and social context of marketing activities and programs. Considering the strategic focus of modern marketing, along with traditional analytical methods When implementing the concept of social and ethical marketing, it is necessary to use multidimensional analysis methods: SPACE analysis, PEST analysis, ETOM analysis, QUEST analysis, SNW analysis, SWOT analysis, KPI analysis.

Analytical methods of social and ethical marketing are presented in Figure 2.

Figure 2 - Traditional analytical methods

Multivariate analysis methods and their characteristics are presented in Table 4.

To ensure stable connections between the client and the company, relationship marketing tools are used: common product development with the consumer, special types service, quality guarantees, individual and technical requirements, price differentiation, discount systems, bonuses regular customers, direct deliveries, catalogues, personal contacts, special promotions, special offers, telephone " hotline", event marketing, client clubs, new media and communications.

The tools of holistic marketing at the firm level were considered, which includes four components: relationship marketing, integrated marketing, intra-company marketing and socially responsible marketing. When projecting onto a region, a revision of the key elements of holistic marketing is necessary.

Elements of holistic regional marketing are presented in Figure 5.

Figure 5 – Structure of holistic marketing in regional management

Territory marketing is the most important volumetric component of holistic regional marketing. In its composition, we can distinguish elements that are aimed at increasing the attractiveness of the regional market: image marketing and attractiveness marketing.

Territory marketing tools: SWOT analysis, analysis and selection of target markets and positioning (determining current and desired positions) of territories.

SWOT analysis involves, as a result of its application, the creation of a matrix for analyzing the living conditions of the system. On its basis it is given comprehensive assessment the current state of the territory, its competitiveness.

The method of analysis, selection of target markets and positioning of the territory involves:

Figure 6 - Stages of analysis, selection and positioning

The main goal of socially responsible marketing is, first of all, to improve the quality of life of the region's population. As in holistic marketing of an enterprise, the main tools for socially responsible marketing of a region are SWOT analysis, SNW analysis, SPACE analysis, as well as PEST analysis.

Innovation marketing is the most relevant component of holistic marketing in the region. The tools of this element of holistic marketing include benchmarking, Internet marketing, conceptual modeling of territory development, ABC analysis of the resource capabilities of the region.

Benchmarking involves the process of comparing the activities of a territory with the best companies in the region and in the industry, followed by the implementation of changes to achieve and maintain competitiveness.

Internet marketing is the largest tool to date that allows you to strengthen your own position in the market. Internet technologies make it possible to provide companies not only with general information about the socio-economic situation of the city and its infrastructural features, its geographical location and the specifics of the entire region, but also, using various means visualization of information, visually justifying the advantages of certain business solutions.

Conceptual modeling involves assessing the level of socio-economic development at the moment in order to predict and formulate a development strategy for the future.

ABC analysis of a region's resource capabilities allows us to classify the region's resources according to their degree of importance.

Infrastructure marketing serves as the most important and, in the long term, most stabilizing element of region marketing, since the infrastructure itself is its supporting frame and foundation at the same time. The main tools of this component of holistic marketing are SWOT, ABC, PEST analyzes.

Thus, modern approach to production management decisions taking into account and using holistic marketing tools creates the basis for making effective decisions and developing programs in the field of marketing at both the regional and corporate levels.

Bibliography:

Akulich, I.L. Marketing / I.L. Akulich. – Mn.: Higher School, 2008. – 447 p. – ISBN 985-06-0770-Х.

Bagiev, G.L. Marketing / G.L. Bagiev. – M.: Economics, 2010. – 718 p. – ISBN 5-282-02101-3.

Golubkov, E.P. Fundamentals of Marketing / E.P. Golubkov. – M.: Finpress, 2009. – 656 p. – ISBN 5-8001-0018-7.

Kalieva, O.M. The role of the concept of holistic marketing in the formation of the regional food market / O.M. Kalieva, A.S. Stepanov, O.V. Frolova // Theory and practice social development. – 2013. - No. 5. – P. 62 - 69.

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Holistic Marketing- This is essentially a shift in emphasis from the product to the buyer and from the sale of goods to the consumer.

This trend has been evident for some time and is gradually increasing.

This kind of marketing requires the company to do the following:

• Need to expand your understanding of your customers' needs and lifestyles. The company should stop viewing customers only as consumers of the products it produces and try to find new ways to serve customers based on their lifestyles.
• It is necessary to evaluate the contribution of each of the company's departments to meeting consumer needs. The customer is harmed when goods are delivered late or damaged, when invoices are written incorrectly, the customer receives poor service, or other mishaps occur. The task of marketing is to make every employee of the company think first of all about the consumer and help confirm the brand's reputation.

Holistic, or integral, (Greek holos - whole, whole) is an approach to marketing in which all components of the process are considered as a single whole, and not a collection of individual elements.

The impact of all company operations on all stakeholders—customers, employees, distributors, dealers, and suppliers, not just shareholders—should be assessed. Any group of process participants who are not interested in the success of the entire business can derail plans and hinder the development of the company. Holistic marketing encourages a company to collaborate with everyone: company employees, suppliers, distributors - only by feeling like participants in a common cause will they be able to provide target consumers with the highest value.

Holistic marketing is a step towards restructuring the entire structure of the company in order to put it into practice concept of cooperation between consumer and company, which will ultimately become the driving force for further development. Marketing cannot be effective unless it is holistic.

Among marketers, the concept of holistic marketing is considered one of the newest and most unknown, so attention to all seekers of new products. Trying to use this trend can bring unexpectedly rich rewards for your website, online store or accounts. in social networks.

Let's define XM

The most accurate interpretation of holistic (in other words, holistic) marketing was given by Kevin Lane Keller. In his words, this is a concept that involves the creation, implementation and development of marketing programs, events and advertising campaigns, taking into account the relationship with the target audience. In philosophy and economics, holism is based on the application of a holistic approach, where the whole will always be greater than the sum of its individual parts.

Why was this concept so quickly praised? As planned, it was a response to fundamental changes in customer behavior and content marketing. Agree, , demographic changes, the development of the Internet and wide access to information are just some of the factors affecting the consumer. Today is yours the target audience won't appreciate it anymore promotional offers type:

"Shock! This new medicine will eliminate snoring forever."

“Are you still washing by hand? Our machine will help"

“Do you want to know how to make a million while sitting at home?”

Consumers have become more demanding and less naive: they do not like manipulation, do not accept psychological blackmail and do not give in to simple tricks.

Ultimately, the goal of holistic marketing is to use any content marketing tools that satisfy your client. They will make him happy with the purchase of a product or order a service, which means they are not aimed at the simplest imposition of unnecessary products on a person. Offering a hairbrush to a bald person seems stupid, but for some reason many entrepreneurs continue to do this, albeit in a figurative sense.

With the XM concept, it is important to use not just one type of advertising, copywriting or other content, but several at once, combining them with each other. That is why among marketers it is believed that holistic marketing takes into account all aspects of a person: needs and desires, values ​​and beliefs, hobbies. That is, in fact, the concept is synonymous with , which is aimed at conveying to the target audience all the values ​​of the brand.

Benefits of Holistic Marketing:

1) Takes into account different target audiences and their changes. Today it is not enough to know gender, age, skin color and others demographic characteristics their consumers. You need to keep abreast of their desires and needs, which are constantly changing.

2) Improves brand promotion. If you have a specific goal and experienced specialists to implement it, this is half the success.

3) Increases the efficiency of marketing efforts. Accurate task setting, distribution of efforts and full involvement of the team minimize errors in progress.

4) Strengthens positioning companies. Integrity in the development and positioning of the company accumulates all efforts towards the given goals, not allowing deviating from the intended path.

5) Unites the project team from within. Due to its integrity, this approach requires the participation of all team members from directors to ordinary performers. Therefore, such positive teamwork will be an excellent team building activity.

The most important thing is that holistic marketing can simultaneously benefit the company in two directions: promotion in the market and development of internal corporate culture. As a result, with proper motivation, an employee will do an A+ job, and good results will motivate him to try even harder.

What does holism in marketing consist of?

This concept is multifaceted and therefore based on an integrated approach. Holistic marketing has 4 main components:

Element #1. Relationship Marketing

Target : to achieve strong and trusting relationships with the target audience, while long-term and management of these same relationships are no less important.

Problem : a large number of potential and current customers who vary across multiple demographic characteristics.

Solution : To manage your audience, you need to take into account its needs, goals, desires and other characteristics. In this case, you cannot do without a preliminary study of potential and current customers with subsequent segmentation into groups. Only after this will you understand that a significant part of the target audience only looks at infographics or reads short posts, and flips through longreads only in traffic jams or the subway.

Therefore, start by analyzing your target audience, developing a portrait of potential buyers with a list of their pains, desires and values. Next, you can cultivate loyal customers, which will further strengthen the brand’s place in the hearts of the target audience.

Element #2. Integrated Marketing

Target : promote a company’s product or service using different methods that together ensure the achievement of the target result.

Problem : different shapes marketing and content may be poorly combined with each other, perhaps even contradict each other.

Solution : it is necessary to create corporate standards, strategy, general positioning, on the basis of which it will be possible to think through each advertising campaign. Let's say that first you do naming (come up with a name, slogan, unique trade offer), and after that you will develop the text for the landing page. Otherwise, you risk creating something incompatible: the slogan is in a playful style, the text is in an official business style, and the CTA elements are in a daring style. Just a marketing vinaigrette that yours is unlikely to want to taste. the target audience.

The main thing to remember is that the rules of synergy work here, which means that all content elements together will bring much more results than individually. For example, one cool slogan can work, but if it is reinforced with a memorable design and clear - the effect will be many times more powerful.

Element #3. Internal Marketing

Target : build quality relationships with your own employees to increase their motivation and involvement in work.

Problem : All team members are different and have different goals, but without passion for their work, they will never achieve the desired results.

Solution : Maximize team engagement. This process includes employees mastering the key principles of the company, strengthening relationships within the team, team building, and enhancing the value of each member. Those people who are directly involved in the creation, development and promotion of a product know much more about it than others. From TOP managers to employees of small departments - it is their contribution to marketing that will make the content more expert and advertising more targeted. But with zero interest from people, the result will be appropriate - at best, it will tend to zero.

Develop motivation within your team, because even high-quality products and services cannot neutralize their passive attitude towards the brand, product and client. And involvement and even partial participation in the affairs of the brand will increase employee pride and motivate them to try harder.

Element #4. Performance Marketing

Target : achieve high results in sales of goods and services, development of a positive image and brand reputation.

Problem : if the company does not have a clear understanding of what objective results it expects from carrying out a specific advertising campaign and posting every new blog post, the result will never be achieved.

Solution : Before setting the task, the marketing department is obliged to draw up the desired goals for advertising, posting new content, and creating profiles on social networks. For example, publishing photos of dishes and promotional offers on a sushi bar’s Instagram profile should increase sales by 10%. In this case, marketers and content specialists will receive a specific task for work that can be evaluated after the fact. And although no one can predict the result or give guarantees, an accurate goal will have a positive impact on the work and its results.

Another striking example of a situation is when, when ordering copywriting, you do not have an actual task or you do not fill out the brief. As a result, the performer will not have a clear understanding of the task, and you will not have objective criteria for evaluating the work.

How important is holistic marketing?

This question can only be answered by a company whose marketers have already tried this concept. But objectively, the approach has a number of advantages, which means it can significantly improve positioning brand and its popularity among the target audience.

Now we can summarize and collect the main truths of holistic marketing:

A) first of all, think about the consumer, the client’s main values, put yourself in his place (as they say in such situations, “made as for yourself”);

b) apply different , promotion channels, ways to interact with the target audience;

V) Always set objective goals so that you can build a route to achieve them.

These truths are quite simple and understandable, but in practice it turns out that many companies lack very ordinary things to achieve the desired success. Perhaps holistic marketing will be the iconic tool that will help you achieve good sales and earn a good reputation as an expert among the target audience. You will find out after you try to implement this concept.