The website is part of a long-term strategy for IBM to position itself as a marketing technology leader, and expand its reach into new client territories beyond the Fortune 500s. It’s the technological entity behind IBM’s new THINK Marketing hub, which is updated with nine pieces of thought leadership content every day. I recommend reviewing your brand strategy, and then as you make your FY18 strategy plans include IMC.

International Business Machines Corporation, better known as IBM, is a multinational IT company involved in the manufacture and retail of computer hardware and software applications, and IT consulting services.
The key takeaway is the that IBM did not have a one-time speech from executive leadership or one workshop. Being a market leader, an important marketing strategy which IBM uses against its competitors is the defensive marketing warfare strategy. IBM has a huge portfolio of products and services in its marketing mix befitting the enormous brand that it is. The product strategy and mix in IBM marketing strategy can be explained as follows: IBM, a short form for International Business Machines Corporation, is a leading technological organization serving worldwide.
The defensive marketing strategy involves the firm employing tactics to maintain its market share. As you can see from the IBM example when you have an excellent brand strategy powered by IMC the sky is the limit. Based on IBM’ market share and dominance in the IT industry, the firm can be aptly described as a ‘market leader’. Learn, Case Study on Marketing Strategy of IBM!