During the final quarter of the 20th century, marketing became an organizational
function and a set of processes for creating, communicating and delivering value to
customers and for managing customer relationships in ways that benefit the organization
and stakeholders. In 2009, marketing management professionals must maintain a precise
focus on every customer from multiple perspectives. Holistic marketing recognizes that
everyone, from everywhere, at any time can control every aspect of the buying
relationship with a few mouse clicks