Abstracts » Business, international

Tougher than the rest

Article Abstract:

Telus Corp's marketing initiatives in 1998 helped the Edmonton, Alberta- based telecommunications firm generate revenues at par with 1997 levels. Its mass-media advertising campaign also allowed the company to retain 70% of residential and 65% of business long-distance markets in Alberta despite the agressive bids by companies like Sprint Corp and AT and T Corp. Another key marketing strategy in 1998 was its competitive pricing.

Canada, Marketing procedures, TELUS Holdings Inc.

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Bright light big brand

Article Abstract:

AT and T Corp VP of marketing communications Steve Graham says he joined the telecommunications giant in 1996 because of the challenge posed by the job. The Peterborough, Ontario, native was made responsible for redefining the brand and changing the public's perception of the company. His task is not easy though it is supported by a budget of $1.5 billion. He was formerly the president of ad agency Lowe SMS of Toronto, Ontario.

United States, Executive changes & profiles, AT&T Corp.

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