Problem definition According to Kotler et al. (2009) holistic marketing orientation is defined as the process of capturing customer value.

Govindarajan (2007) defined holistic marketing orientation with more in-depth and highlighted that it doesnt focus only on capturing customer value, however, its an integration process of the value creation, exploration and value delivery that aim to build a long term relationship between the company and stakeholders. Its important to note the effect of holistic marketing orientations can influence the overall quality of service, offered and delivered to consumers; therefore, there is a high importance to understand the holistic marketing 3 components known as value creation, value exploration and value delivery as an overall gateway to reach satisfactory behaviors from all stakeholders. Businesses in the telecommunication industry are affected by different bargaining power that varies between suppliers and buyers; therefore, the author decided to apply the research on Mobily Company in Saudi Arabia as a case study and examine the degree to which these components can affect the overall business progress (Delta Partners 20 12). Background One of the major tasks of marketers is to "integrate" all the marketing activities & programs such as "creating", "communicating" & "delivering" value to customers through integrated marketing; internal marketing strategies; these actions ensure that every individual in the organization adopts appropriate marketing principles and the top management must coach and make sure that this happen (Lancaster and Massingham 2012). Its important to mention that management task is related and not limited to hiring, training & motivating employees to serve customers in a good manner. Meanwhile, when it comes to Relationship marketing; the firm focuses on deeper perspective, enduring relationships with all the people or companies involved directly or indirectly in the firm's marketing activities as a key goal of enhancing marketing image (Winer and Dhar 2010). As stated by Blythe and

1 | Page

Zimmerman (2005). The last Holistic marketing model incorporated social responsibility marketing, thus, it involves broader concerns of the society at bigger scale such as social, legal, ethical & environmental elements in the context of marketing activities; as Social marketing orientation. Aim: is to study the holistic orientation conducted by one of the telecommunication enterprise Mobily based in Saudi Arabia; and examine to what extent holistic marketing 3 components are implemented Objectives -To identify which orientation from the holistic marketing concepts are implemented by Mobily. - To examine the integrated marketing communication applied by Mobily and how it enhances consumers awareness towards companys operations. - To identify Mobily hiring, training & motivating the employees process and how it affects creating a stable culture that positively affect Vodafone internal marketing. -To examine the factors that enhance Mobily public image through community giving and ethics. -To examine the effect of relationship marketing technique on the companys stakeholders; as Customers; Employees; Marketing Partners: Channels, Suppliers, Distributors, Dealers, Retailers, and Agencies, Financial Community: Shareholders, Stakeholders, Financiers, Investors, Analysts, etc.

Literature review According to Kotler (2000) Holistic marketing is the art of utilizing the mind, sprit and the body of both marketers and customers with the aim to build a mutual lasting marketing relationship based on success. Blythe and Zimmerman (2005) highlighted that the holistic marketing can be employed as a framework which is designed to address three management questions. How can a firm discover new value opportunities? ''Value exploration''

2 | Page

How can a company promise value offering through ''value creation? And how a company can use all resources to deliver value to customers more effectively? Sharma and Kumar (2007) argued that in order to ensure that the holistic framework is valid, a proper holistic market research needs to be employed. Winer and Dhar (2010) justified that holistic market research is formed from 4 different methods known as survey customers, gather team input, study the competition and evaluate the market. Hoffman and Bateson (2012) stated that marketers applied the holistic marketing strategy were able to manage a superior value chain that delivery a high level of service and product quality. Moreover, they were able to maximise profits through capturing customer share, empowering customer loyalty. The importance of the value exploration strategy is focused on the value flow within and across markets with high competitive environments. Therefore, companies need to understand the relationships and interaction among customers ''Cognitive space'' Company ''Competence space'' and the collaborators '' resources space (Kotler 2009). He further suggested that the cognitive space which is presented by customers reflects existing needs and includes dimensions such as stability, change and the need for participation. Competence space highlights the company capabilities, resources, and market knowledge. Additionally, the resource space identifies the elements which directly link both customers and companies together in order to ensure the long lasting mutual relationship between both parties. Value creation is perceived as an element in which companies needs to obtain to achieve competitive advantage of rivals. Value creation presents a significant opportunity to utilize core competencies from its business domain by choosing and managing business partners through integrated networks (Saxena 2009). Its important for companies to understand customers needs, behaviours in order to craft new benefits to attract targeted audience. According to Loudon et al. (2004) there are three steps that can maximize core competencies for any business known as business concept definition, business scope structure and company positioning.

3 | Page

Value delivery is the art of relationship management and the best use of internal management resources. Its important to identify what customers needs and delivery the service according to their expectations and perceptions (Winer and Dhar 2010). Mobily company is a well established telecom brand in Saudi Arabia, the company delivery a variety of telecommunication services to the kingdom. Indeed the company face aggressive competition from rivals especially that there is a high demand on such services in Saudi Arabia. Therefore, the company needs to ensure applying the holistic marketing orientation strategy in order to differentiate itself (Mobility 2012). Holistic market research is crucial to understand the dynamics and nature of business operational strategy. There are 4 elements that need to be fulfilled to secure a good business practice in the market. According to Gronroos (2007) customers surveys is important to understand the behaviours of potential customers and identify all aspects related to the targeted market. Mudie and Pirrie (2006) justified that by employing this technique on business current customer base will allow them to predict what potential customers require. Questioning customers about the service a company offer is always good to discover their opinions. Creating further questions related to future trends, and whether customers can use a substitute product or important factors that affect their buying behaviour all these elements empower business progress. Surveying can be conducted in different methods such as online or in store surveys. The input of the internal staff through the stage of conducting market research is crucially important, as they immersed in the emerging trends of the products offered by the company and can analyse important data point that should be considered in marketing plan. Hoffman and Bateson (2012) argued that internal staff opinions should be gathered individually and not as a group input. He justified that certain employees but not feel comfortable to express their opinions in groups or most employees might reflect general view.

4 | Page

Studying competition allow business to set the right marketing strategy. Identifying competitors strength and weakness highlight company position and capabilities in order to win customers over rivals (Kotler 2009). Market evaluation enables the company to gain a full picture on the market trends, size and needs. These elements are important in the formulation of strategic planning. Saxena (2009) stated to the importance to study the enhancement product offering delivery to ensure good service and customers satisfaction. He further highlighted to four different elements related to the product offering which describes the tactics to discover customers needs, expectations and how they value product or service delivery. An enhanced product offering The generic product The expected product The augmented product The potential product

5 | Page

According to Golf Base (2012) the telecom sector is growing rapidly in the kingdom of Saudi, due to the high number of users as well as the aggressive competition between companies provide the service. According to Khaleej Times 2009 the telecom service revenues have been on a consistent increase at a cumulative average range of 15% between 2001 and 2006 accounted 19.8 billion to 40 billion in 2006. Meanwhile, mobile revenues increased rapidly represented 75% compared to call sectors. Telecoms in Saudi Arabia are more than just a market sector it reflects a trend of a big portion of population. Since 2006, the kingdom of Saudi became the first Arab country to implement mobile number probability, by launching MNP services free of charge for all mobile subscribers (Totel PTY Ltd 2012). In 2010 the telecom market has witnessed a phenomenal growth accounted by $50 billion that contributes to average of 4% of GDP (Delta Partners 2010). Sauda Arabia (2009) highlighted that the reason behind the constant growth in the telecom sector is summarized in the large population of youth and the affordability and changing behaviour of the users to switch from one product/ network to another especially that top brand companies exist in the Saudi market.

Methodology

6 | Page