Abstract:

Marks and Spencer, with its concentrated merchandising in a selected range of clothing and food with a single concept of quality, occupies a unique position in world marketing. There are some larger retailers in Europe in terms of sales. Our approach can have a wider application to marketing of consumer and industrial goods, public procurement and services. Advantages will arise:- 1. whoever acts as a catalyst; 2. provided the system is not used merely to 'distribute the output' regardless of the customer's needs or welfare. Planners in centrally controlled economies are attracted by the rationality and effectiveness of this form of marketing but are ideologically opposed to the market principle which is of the essence. This description of our marketing policy is an example of a comprehensive business philosophy in action: it is a British phenomenon; simple, pragmatic and flexible; able to cope and care.