APPLICATION OF THE CONCEPT OF CHOLISTIC MARKETING IN THE BIKE MARKET
This article discusses the problem of introducing the concept of holistic (holistic) marketing, its main elements and advantages are highlighted. To study the approach of companies to marketing, the authors applied methods of analysis and synthesis, induction, generalization, analysis of information materials. On the example of international bicycle manufacturers, the application of the components of holistic marketing in practice is shown. Analyzing these data, the authors found an acute shortage of the use of holism in practice, as well as a lack of interest in this approach of small and medium-sized businesses.