E Commerce & Contemporary Marketing Practice

Business Management (top up)
BMP6006
BMP6006 E Commerce & Contemporary
Marketing Practice
M&S Trade Journal Article Critical Review

Table of Contents
TITLE - "E Commerce & Contemporary Marketing Practice.”.........................................................3
INTRODUCTION................................................................................................................................3
MAIN BODY......................................................................................................................................3
(a) Application of marketing process.....................................................................................3
(b) Reflection of current marketing practices........................................................................6
(c). Relevant omni channel marketing theories and models.................................................7
(d). Recommendation.............................................................................................................8
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................9

TITLE - "E Commerce & Contemporary Marketing Practice.”
INTRODUCTION
E-commerce marketing can be considered as a practice that helps in driving top-
of-funnel traffic, which gets converted among both customers and sales. Considering
the Search Engine Optimization along with organic traffic are being utilised where
Facebook and Google advertisement are said to be the elements that drive targeted
traffic. In present context, a company could effectively utilise mix and match paid
strategies, which are non-paid strategies all in an effort to figure out which mix converts
the most people into customers for the business organisation (Laudon and Traver,
(2013).
For this report, Marks & Spence (M&S) has been chosen which has its
headquarters in London, United Kingdom. Along with this, report is going to be enclosed
with the application and critical analysis of marketing process, which will be done
focusing upon analysing the actual marketing approach or the process that has been
utilised by Marks and Spencer (M&S). Along with this, evaluation will also be performed
on the role of contemporary marketing practice and this will be done considering the
reflection of current marketing practices of the business organisation and through
adopting the relevant omni channel marketing theories and models, that will aid in
pulling out favourable outcomes in regards to the chosen topic.
Lastly, the recommendations that will be presented in regards to Marks and
Spencer will be on advertising so, that company could effectively enhance the sales of
products and services among online channels.
MAIN BODY
(a) Application of marketing process
Marks & Spencer is a successful company which has presence in different
international countries for carrying its business. It is engaged in selling premium quality
clothes, home products and food items. Furthermore, it is also listen on London Stock