Management's Guide to an Integrated Marketing Strategy

Abstract

What happened to IBM's PCjr? The PCjr was expected to penetrate the home computer market, perhaps even reaching the dominance that IBM's personal computer—the PC—had achieved in the business market. The PCjr, however, has not become a leader in the home computer market, which would seem to be less sophisticated and challenging than the business market. Why was the PCjr unable to match the success of the PC? At least part of the answer lies in a failure to unify modern marketing ideas into an integrated strategy. The lessons to be learned from this failure are important for all managers who formulate business strategy.

Citation

Tinsley, D.B. (1988), "Management's Guide to an Integrated Marketing Strategy", Journal of Business Strategy, Vol. 9 No. 6, pp. 30-33. https://doi.org/10.1108/eb039267