The Role of Holistic Marketing as a Tool for the Development of Service Companies

Abstract

This article discusses the relevance of the strategic experiment sport folio and necessity of the system approach use of the marketing concept. The basis of a holistic marketing and the principles of creating long-term value in the concept of the company are analyzed; the relevance of holistic marketing in the strategic planning process are evaluate; the necessity of a holistic marketing for services companies are justified. An example of using a holistic marketing is the company Puma.