Marketing communications: How Marks and Spencer does it

John Stanley

European Management Journal, 1991, vol. 9, issue 3, 329-333

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.

Date: 1991
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