The paper 'Marks & Spencer’ s Integrated Marketing Communications" is a good example of a marketing case study. Firms’ marketing methods vary from approaches that are effortless as stand-along billboard adverts to multifaceted multilingual international websites. The ways of reaching prospective consumers increase persistently for all companies. In the face of cluttered and complicated market circumstances, companies are attempting to be heard. Firms’ marketing tools have to communicate using a clear voice. This has resulted in the need for coordination of the different promotional constituents and other marketing activities, which correspond with a company’ s clients (Belch & Belch 2009). Marketers embrace the concept of integrated marketing communications, and they begin demanding that their advert synchronize the use of various promotional tools, as opposed to relying primarily on media advertising.
Promotional money has to add value because it generates new sales and higher profits. Furthermore, the companies’ marketers have seen the need to plan, develop, carry out, and assess coordinated, persuasive, measurable brand communications over time with customers, employees, prospects, associates, and other targeted relevant internal and external audiences (Belch & Belch 2009). This process generates short-term financial returns and builds long-term brand as well as shareholder value.
Marks and Spencer undertake integrated marketing programs, which illustrates the benefits of integrated marketing communication. Marks & Spencer is one of the UK's leading retailers. M& S shops specialize in selling premium, stylish, great value clothes, and home products such as furniture as well as exceptional quality food. There are more than 700 stores in the UK and an expanding international business. The company’ s retail shops are the number one provider in women's wear, lingerie, menswear, kid wear, and home.
The homeware and clothing sales account for 49% of M& S Company whereas food takes 51%, it sells everything including groceries, fresh produce, ready meals, and partly prepared meals (Marks & Spencer 2012).
Baker, R 2010, M&S sales boosted by promotions and innovation, Marketing Week, Available
Belch, G. & Belch, M 2009, Advertising and Promotion: An Integrated Marketing Communications Perspective, 8ed, McGraw Hill, New York.
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Sweeney, M 2008, A successful ad campaign has revived the fortunes of Marks & Spencer, The Guardian, Available at: http://www.guardian.co.uk/media/2006/nov/06/retail.mondaymediasection, accessed 20 March 2012.