Beyond Traditional Marketing: Holistic Marketing as the Key to Success in the Era of the 4th Industrial Revolution and Post-Covid

Marked by increasing complexity, dynamism, and profound changes fueled by technological advancements, globalization rapid pace, and growing environmental and social concerns, today’s business environment is more than ever urging academics and practitioners to adopt new thinking and practices and broader perspectives on marketing, with the aim of adapting it to the unprecedented opportunities and challenges of today’s world. In this context, exploring the so-called «holistic» approach to marketing seems essential to guide current and future marketing thinking and practice. With this in mind, a literature review is carried out, exploring the notion of holism, the concept of «holistic marketing» and its foundations, and the value of adopting the latter as part of the marketing orientations to be considered in the face of the challenges of the fourth industrial revolution and the post-pandemic era of COVID-19. The results obtained demonstrate the managerial contributions of this approach to the discipline.