Sustainable development of mobile phone telecommunication industry of Bangladesh: a holistic marketing approach

Abstract

High speed technological development, convergence of the state-of-the-art technologies, more or less forced liberalization, etc., have turned the mobile phone telecommunication into a dynamic industry with very large base of customers. In Bangladesh, there are currently six such companies of local and multinational origin which aim to serve the rapidly changing telecommunication requirements of customers with affordable but value added service packages. Thus, this industry has been hyper competitive for the concerned market players with 116.871 million active subscribers till July 2014. As a result, there are greater challenges at increasing profitability, business volume, business growth and market share for the concerned market players. From this perspective, the implementation of the holistic marketing is seemed to be significant to mitigate the challenges in one hand and on the other hand for the sustainability issue. Hence, it is imperative for each of the mobile telecommunication service providing companies in Bangladesh to engage themselves in holistic marketing to develop loyal customers as part of relationship marketing, to make happy employees as part of internal marketing, to integrate well managed round the clock anywhere service as part of the integrated marketing and excellent performance through high quality service as part of performance marketing. The principal objective of this research is to examine how holistic marketing through its four components namely internal marketing, relationship marketing, integrated marketing and performance marketing can ensure sustainable development of the mobile phone telecommunication industry of Bangladesh.