The importance of marketing strategy

Purpose – Presents an overview of how traditional marketing communications have changed, and discusses the importance of Integrated Marketing Communications (IMC). Design/methodology/approach – The author discusses how changing market environments and the emergence of new IT have led to the emergence of new marketing tools. The author stresses the importance Integrated Marketing Communications and features case studies on four Swedish companies which fail to embrace new marketing concepts. Findings – Demonstrates that companies who ignore IMC will not gain the competitive edge required over their rivals. Practical implications – Offers clear advice on the importance of IMC. Originality/value – Provides clear guidance as to the importance of strategically focused IMC. The Swedish case studies are a clear warning of the consequences of failing to embrace IMC.