This report provides a comprehensive analysis of the principles and practices of marketing, using Marks & Spencer as a case study. It begins with an introduction to the fashion industry and the brand, followed by an examination of promotional mix techniques, including above-the-line and below-the-line approaches, and their implementation across various media channels such as print, digital, and celebrity endorsements. The report delves into digital marketing strategies, including social media presence, website utilization, and email subscriptions. It also explores external promotion methods like billboards, news articles, and analyst reports. Customer-facing touchpoints such as window displays, value additions, sponsorships, flyers, and posters are discussed. Furthermore, the report applies marketing theories, specifically the AIDA model, to understand the customer journey from awareness to action. The report concludes with a review of creative aspects and a bibliography of cited sources.
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