volume 1 : 2026 – issues 1 : january
When Tactical Marketing Fails :
Organizations often invest heavily in marketing execution while neglecting strategic alignment. This case study examines how strong tactical performance—measured through campaigns, visibility, and short-term engagement—can coexist with declining credibility and strategic coherence. By analyzing a
Strategic Marketing in an Era of Structural Uncertainty
Strategic marketing is frequently discussed, yet often misunderstood. In many organizations, it remains confined to communication activities, campaign execution, or performance reporting. This limitation becomes increasingly problematic under conditions of economic volatility, accelerated technological change,
Why Visibility Is Not Strategy
A Strategic Insight on the Limits of Marketing Exposure Author: IMB Editorial TeamIMB Journal – International Marketing BoardVolume 1 | Issue 1Article Type: Strategic Insight / Editorial Commentary ⸻ Marketing visibility has never been easier