The Concept and Role of Marketing in the 21st Century: A Case Study of Lush

Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................2
MAIN BODY...................................................................................................................................2
1. The concept and role of marketing in the 21st century .........................................................2
2. Roles and responsibilities in marketing, and the competencies required to succeed 150 .....3
3. The marketing function works and interacts with other departments ....................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5
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INTRODUCTION
Marketing is a way to create awareness for the product in the market which can help in
boosting the level of sales of the business. The report is going to evaluate the role of the
marketing in the 21st century as marketing plays an important role in the promotion process of
the company. The report further elaborates the roles and responsibilities of marketing in order to
to succeed in the market and it presents the face of the company with the help of coordinating all
the functions. It also explains the various functions which are linked with the marketing. The
company chosen for this project is Lush which was founded in 1995 and a British multinational
company using natural ingredients and has been very popular mainly with young women. It has
more than 900 stores in more than 40 countries. It has numerous products that comes in various
designs.
MAIN BODY
1. The concept and role of marketing in the 21st century
Marketing in the 21st century
In the 21st century, the companies are focusing on adding more value to the present customers
with the help of providing the information about the products and brand in order to engage the
audience and influence their choices ( Park, 2020).
Online presence
Online presence plays a major role in the concept of marketing such as Social media is a useful
tool to educate the customer by using innovative ways to entertain them and persuade them to
purchase. It has different ways to make online presence which are explained below-
 Personalized Email Marketing
Email is preferred to cover the larger audience by sending them personalized messages to make
purchase in the organisation. Under this, the targetted emails are sent to the customers massively
about the new product, service or offer.
 Content Marketing Strategy
Nowadays, content marketing is the new way of marketing in the 21st century as it allows to
build relationships, trust and a level of consistency with the customers. It is defined as the
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