TY - JOUR
AU1 - Tinsley, Dillard B.
AB - 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 computerthe PChad 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.
TI - Management's Guide to an Integrated Marketing Strategy
JF - Journal of Business Strategy
DO - 10.1108/eb039267
DA - 1988-06-01
UR - https://www.deepdyve.com/lp/emerald-publishing/management-s-guide-to-an-integrated-marketing-strategy-78tTAHFI9H
SP - 30
EP - 33
VL - 9
IS - 6
DP - DeepDyve
ER -