Abstract

This study examines the effects of Internal marketing (IMT) and relational marketing (RMT) on marketing performance (MPR), with holistic marketing (HMT) serving as a mediator, which may influence marketing strategies and decision-making processes. This study employed Structural Equation Modeling (SEM) with Smart PLS to examine the interrelations among IMT, RMT, MPR, and HMT. The research utilizes a quantitative methodology, employing primary data gathered via surveys from marketing professionals in manufacturing firms across diverse sectors in Pakistan, such as textiles, sports, snacks, and cold beverages. The people who answered were marketing managers, sales managers, brand managers, customer relationship managers, product managers, and marketing consultants. We used Google Forms and one-way communication with companies’ representatives to gather data. The findings demonstrate that marketing performance is enhanced as a result of integrated and relational marketing. But HMT had a negative direct effect on MPR, which means that its role in making marketing work better depends more on how well it works with other marketing strategies. This research enhances the comprehension of marketing strategies; however, it also indicates that subsequent studies should investigate external factors and broaden the sample to encompass diverse industries and regions for a more comprehensive understanding.