Big Blue shifts to pink: Pan-European campaign touts service
Article Abstract:
IBM is using the Pink Panther cartoon character as part of its pan-European advertising campaign. The company hopes that the Pink Panther brand image will boost the sales of IBM computers in the region. The company's market share in the continent has been hampered by clone manufacturers as evidenced by over a 20% decline in market share since the early 1990s. IBM's reorganization has resulted into a more marketing-oriented enterprise.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1993
User Contributions:
Comment about this article or add new information about this topic:
... As sales force weaves new strategies
Article Abstract:
The head of the Greater Silicon Valley trading area, one of the over 60 regional sales offices in the US, discusses her marketing activities in the center of 'enemy' territory. Silicon Valley has the largest concentration of IBM's business rivals. Amal Johnson supervises, motivates and leads about 375 IBM employees in the area. An innovative marketing approach being used by Johnson is teleservices operations.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1993
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Doing business in Europe: Spain. Doing business in Europe: Denmark
- Abstracts: Your money in European bonds. Over there and overpriced? Capital's class system
- Abstracts: IBM applies much polish to its image. IBM's roads all lead to Chicago
- Abstracts: The FRC and its impact. Audit regulation - an annual review. FRS 3: reporting financial performance
- Abstracts: A frost from Europe to blight our tender green shoots. Hey big spender. From cheap and cheerful to expensive and depressing