Page 12 - MARKETING & PUBLIC RELATIONS EBOOK IC88

 The systems approach is a methodical approach to problem solving that considers
all aspects of a problem.
 An organisation, like a human body consists of many parts, but functions, not as a
sum total of the parts, but uniquely differently.
 The organisation is also a sub-system of the social and economic environment in
which it exists. An individual insurance company’s activities impinge on the entire
insurance industry as well as on the economy as a whole.
 Each sub-system of an organisation of an organisation will have its own goals like
immediate profits versus growth in the long term, profit margin versus competitive
position.
 While making marketing decisions, there has to be awareness of the conflicts
between different goals and the inter-se priority amongst them.

7. Holistic marketing
 The expression holistic marketing is used to focus on the integration of these
dimensions and to ensure that nothing is ignored.
 Internal marketing also ensures emphasis on internal customers. The concept of
holistic marketig also focuses o aspects of the environment and social responsibility,
which is dealt with in a later chapter.

8. Analytical tools
 Systems have been developed using artificial intelligence, which can analyse and
correlate all activity pertaining to every customer and detect patterns which may
predict future behaviours as well as real-time exposure to risks.
 Professional in analytics are called data scientists, whose expertise is a hybrid of
many skills, like mathematics, statistics, data warehouse egineering, data mining
etc
 Aother important development is in the use of artificial intelligence in robots.
Chatbots is the word for robots with whom you can chat. They are already in use in
some organisation with which employee can chat to schedule time off.

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