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Management's Guide to an Integrated Marketing Strategy

Management's Guide to an Integrated Marketing Strategy 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Strategy Emerald Publishing

Management's Guide to an Integrated Marketing Strategy

Tinsley, Dillard B.
Journal of Business Strategy , Volume 9 (6): 4 – Jun 1, 1988
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0275-6668
DOI
10.1108/eb039267
Publisher site
See Article on Publisher Site

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 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.

Journal

Journal of Business Strategy – Emerald Publishing

Published: Jun 1, 1988

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