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Marketing communications: How Marks and Spencer does it

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  • Stanley, John

Abstract

Marks and Spencer has high visibility with customers and product reputation that most retailers would envy. However, as John Stanley describes, the company does not wish to rest on its laurels and be static in a changing and competitive world. Communications are important in this, and M&S takes the marketing of communications -- internal and external -- seriously. As well as pointing out that marketing communications includes every aspect of the company -- like products and packaging -- the author looks at M&S's four-point communications strategy and its international communications.

Suggested Citation

  • Stanley, John, 1991. "Marketing communications: How Marks and Spencer does it," European Management Journal, Elsevier, vol. 9(3), pages 329-333, September.
    • Handle: RePEc:eee:eurman:v:9:y:1991:i:3:p:329-333
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