" Entrepreneurial Leadership and Project ManagementConclusionVarious types of strategies and techniques related with digital marketing are discussed in thispaper to increase profitability of Marks and Spencer. With the help, active SOE implementa- tion, Marks and Spencer can retain old customers and attract potential customers through ef- fective digital marketing(Laudon and Laudon, 2007). Page 19 of 21Entrepreneurial Leadership and Project ManagementReferencesAdzharuddin, N. (2013). Marketing mix through the integration of new and traditional media:a review of recent literature. International Journal of Social Entrepreneurship and Innova- tion, 2(1), p.3.¨ Althoff, K., Feldmann, R. and Muller, W. (2001). Advances in learning software organiza- tions. 1st ed. Berlin: Springer.Chaffey, D., Ellis-Chadwick, F., Isaac, H., Volle, P. and Mercanti -Guerin, M.(2014). Marketing digital. 1st ed. Montreuil: Pearson.Chu, J. and Manchanda, P. (2016). Quantifying Cross and Direct Network Effects in OnlineConsumer-to-Consumer Platforms. Marketing Science, 35(6), pp.870-893.Dadzie, K. (2015). Dynamic Transformations and Marketing Channels in African Mar- kets. Journal of Marketing Channels, 22(2), pp.81-82.Evans, D. (2008). Social media marketing. 1st ed. Indianapolis, Ind.: Wiley.Gunelius, S. (2011). Content marketing for dummies. 1st ed. Hoboken, NJ: Wiley Pub.Illing, G. and Peitz, M. (2006). Industrial organization and the digital economy. 1st ed. Cam- bridge, Mass.: MIT Press.Jefferson, S. and Tanton, S. (2013). Valuable content marketing. 1st ed. London: Kogan Page.Jessen, I. (2014). Reconsidering Display in Online Testimonial Advertising: The “Show Fac- es” Feature in Facebook?s Social Plugins. Advertising & Society Review, 15(3).Laudon, K. and Laudon, J. (2007). Management information systems. 1st ed. Upper SaddleRiver, N.J.: Pearson.Page 20 of 21Entrepreneurial Leadership and Project Managementnassar, B. (2015). The customer trust and customer commitment of e-customer relationshipmanagement: study at Jordan of mobile phone services. International Journal of ElectronicCustomer Relationship Management, 9(1), p.33.Raab, G. (2008). Customer relationship management. 1st ed. Aldershot, Hampshire, England:Gower.Robbins, T. (2010). Kentico CMS 5 website development. 1st ed. Birmingham, U.K.: PacktPub.Role of Social Media in Tourism Marketing. (2016). International Journal of Science andResearch (IJSR), 5(6), pp.2026-2033.Page 21 of 21 "