Holistic Marketing and Integrative Innovation of Sustainably Competitive Products

The paper investigates the strong connection [(1) holistic marketing as a complex function and (2) integrative innovation] required for this core functions of organizationOrganizations/companyCompanies/clusters in sustainable competitivenessCompetitiveness achievementAchievements, based on sustainable competitive products. The applied methodology of the systemic approachSystemic approach went through the four classic stages. Two new models useful in practice have been developed: (a) holistic marketing mix modelHolistic marketing mix model for sustainable competitive products of organizationsOrganizations/enterprises/clusters, and (b) competitiveness cycle of holistic marketing and integrative innovationCompetitiveness cycle of holistic marketing and integrative innovation in organizationsOrganizations/enterprises/clusters. The use, adaptation, and integration of current/future marketing and innovationInnovation methods and tools in the newly developed models remains a goal of future research.