The aim of the article is to study holistic marketing concept for its further implementation into activities of national enterprises including universities. The results of the analysis. Implementation of holistic marketing into activities of the company means to move away from traditional, built on a rigid hierarchy and subordination forms of management of production processes. Holistic marketing requires promotion of democracy, decentralization, development initiatives «from below», involvement in decision-making of all stakeholders. Another important aspect of holistic marketing is to establish constant feedback to management, interactivity of all elements of the system recognizing the importance of each element. Thus, holistic marketing is a model of integrated planning, development and implementation of marketing programs, processes and activities with deprivation of rigid centralization. Holistic marketing leaves open the possibility for inherent mobility and, consequently, of its internal creative self-configuration potential. The mature state of governance in holistic marketing should be a situation where parts and wholes equal, there is no greater and smaller, important and not important. Each element of the holistic marketing has its meaning, functions that are considered as a whole. The prospect of such a system would be to totality – the point where each element of the system becomes equal for the entire system. Authors propose the following principles of holistic marketing implementation into universities activities: independent decision-making; decentralization of management, providing an opportunity to decide the course of individual processes, promotion marketing activity of each participant in the process; the establishment and ongoing support of feedback between elements of the operation of the business; the freedom of each participant in the process, etc. Choosing the strategy of holistic marketing concept at a high school constantly improves mutually beneficial relationship with key market partners. In the case of such synergy it is created the highest value for all stakeholders, the efficiency of higher school increases. Therefore, the main vectors of the university, which implements the principles of holistic marketing should be: permanent monitoring of customers’ needs, their lifestyle, problems that hinder achieve the desired state, and a search of new products and methods of service with regard to values and interests of the target audience; training of each university employee and each department, stimulating their interest in implementing the concept of holistic marketing of university. Conclusions and directions of futher researches. Within the paradigm of holistic marketing, priority task for the university is building relations with each consumer (both direct and «indirect»). The introduction of the concept of holistic marketing into university practice requires a change in the mindset of its employees. Considering the university as a dynamic, multi-system, which elements have some properties and influence on each other, interact with each other and with the environment strive to achieve parity. It can be noted that the increase in efficiency of the university system is possible only with a holistic marketing approach. Thus, the university is a complex, multivariate, probabilistic system and it is inefficiently to control it only on the basis of traditional analysis of its individual elements, which does not take into account all its complexity and interdependence. This means that all processes in everyday university life should accept interconnected. Further research should be directed at developing methods and procedures for the marketing of the university on the basis of holistic marketing as a factor of development and deepening of relationships and dependencies between the educational, scientific, industrial and financial sectors of society.
Keywords: marketing, marketing concept, holyzm, holistic marketing, university system efficiency
Cite as: Chajka, I. (2013). Holistic marketing and its importance in the functioning of universities. Marketing and Management of Innovations, 3, 53-60. https://doi.org/10.21272/mmi.2013.3-05