Holistic Marketing.

Business Dictionary defines Holistic or sustainable marketing as the

"A marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company’s commercial activities"

Its understanding basically revolves around the Internal marketing, Performance marketing, Relationship and Integrated Marketing as shown below:

It thus refers to the adoption of these marketing services that create better businesses, better relations and a better world without causing any harm to environment.

As far as Ambi Pur is concerned its Parent Brand of P&G understakes the follwoing initiatives to ensure a holistic development. 

Moreover, under the CSR plan, companies above a certain threshold have to spend 2% of average profit of the previous three years on CSR activities specified by the government, which does not include political funding. Companies that are unable to do so have to give reasons for falling short. Companies having a net worth of at least Rs 500 crore or a minimum turnover of Rs 1,000 crore or those with a net profit of at least Rs 5 crore are covered by this policy.

Thus P&G has successfully came up with its Shikshka campaign.

It thus donates Rs.1 from every product that the P&G product Buyers to their social enterprise- Shikhsha. Through this initiative, P&G has been doing good by setting up schools across the rural India. It has until now set up 330 functioning schools. Also, for this purpose P&G makes use of maximum celebrities to reach out to the last mile of the fan following.