Marketing Process and Contemporary Marketing Practice at Marks & Spencer

Mark and Spencer
Journal Article
Critical Review
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Contents
Introduction......................................................................................................................................3
Critically review the marketing process and evaluate its role in contemporary marketing practice
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Role of marketing in contemporary business market..................................................................4
Critically analyse and apply key traditional and digital marketing theories...................................5
CONCLUSION................................................................................................................................8
References........................................................................................................................................9
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Introduction
Marketing define as the activity conducted by the company in order to promote their goods
and services so that they can attract large number of customers towards their business entity. It
includes selling, advertising, promoting and delivering goods to their customers so they can
influence them to buy their offerings. In the current business environment, online marketing
plays very essential role in order to promote goods and services through online platform (Batzer,
2019). In the present report, Marks & Spencer is chosen as the base organisation which is a
British multinational retailer founded in the year 1884. Company mainly deals in food and home
products, clothing and many other products. In this report it has going to be discussed that how
Marks & Spencer apply marketing process in their trade journal article. Along with this, it also
includes the current marketing practices of M&S apart from online channel marketing models
and theories. In addition to this, several recommendations are going to be provided which is
based on the analysis and review.
Critically review the marketing process and evaluate its role in contemporary
marketing practice
Marketing refers to the activity where different types of strategies, policies and tactics are
developed by the company in order to attract their customers in an effective manner. It defines as
an effective measure with the help of which company can enhance their customer base by
promoting their goods and services to their customers. In this context, it is examined that the
essential practices which are adopted by the management team of Marks & Spencer includes TV
advertisement, social media marketing, ad campaigns, sponsorship and many more. Some of the
most important approaches are going to be discussed as follows:
Social media marketing:
It is considered as one of the most essential element which aid in connecting and influencing
customers towards the company which as a result increases the brand image, maximise sales of
the company at competitive market. With the help of social media, large number of individuals
can involve with the company and can develop long term effective relationship with the
company (Pizarro Milian and Davidson, 2018). Company promote their advertisements on
various social media platforms so they can grab attention of large number of people towards the
organisation. They offer their new collections to the people so they can get influence by them.
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