Effects of Holistic Marketing on Organizational Performance

Abstract

This article examines the influence of holistic marketing strategy on organizational performance. Descriptive and analytical research designs were used in this study. Demographic and primary data were obtained through interviews and from questionnaires administered to one hundred and fifty (150) respondents made up of operators, customers and staff of three service sectors through simple random sampling method. Pilot survey and Cronbach’s Alpha were used to confirm the validity and reliability of the study respectively and their variables of measures. Correlation analysis, multiple regression analysis and multicollinearity test were used to analyze the data with the aid of statistical package for social sciences (SPSS). The results showed that the independent variables (Holistic marketing which consists of Social Responsibility Marketing, Internal Marketing, Relationship Marketing and Integrated Marketing) were significant joint predictors of organizational performance (R2=.630). Subsequently, recommendations were made to organizations, especially the ones in the private sectors that they should adopt holistic marketing strategy concepts in order to satisfy customers and sustain firms’ profitability locally and globally.