| Business Marketing 1992 Kate Bertrand |
| Title | Subject | Authors |
|---|
| 3Com builds its brand through splashy direct mail campaign. (Direct Marketing Strategy) | Business | Kate Bertrand |
| Advertising a chip you'll never see. (Intel Corp.'s brand-awareness campaign)(includes related articles) (Cover Story) | Business | Kate Bertrand |
| Apple girds for PC wars by retooling prices, distribution. (News & Trends) | Business | Kate Bertrand |
| Apple-IBM joint venture appointment triggers mixed reaction. (Joseph M. Guglielmi, chairman and CEO of Taligent Inc.) (Update) | Business | Kate Bertrand |
| Apple must conquer multiple obstacles in multimedia market, analysts say. (Apple Computer Inc.) (News & Trends) | Business | Kate Bertrand |
| Borland takes on Lotus, microsoft in Windows spreadsheet shootout. (News & Trends) | Business | Kate Bertrand |
| Breaking away: former IBM partner Microsoft launches its first-ever TV campaign. (Cover Story) | Business | Kate Bertrand |
| Catalog choices: DEC and Apple go on-line, while Thomas remains paper powerhouse. (Digital Equipment Corp. and Apple Computer Inc. develop electronic catalogs while Thomas Publishing Co.'s Thomas Register sticks to paper catalogs) | Business | Kate Bertrand |
| Chip wars. (Intel Corp.'s dominance of 386 microprocessor market is being challenged) (Cover Story) | Business | Kate Bertrand |
| Comeback-minded Compaq launches new products, ad campaign. (Compaq Computer Corp.) | Business | Kate Bertrand |
| Culture clash: Unisys, HP, Pfizer bridge gap between techies and reps. (UnisysCorp.; Hewlett-Packard Co.; Pfizer Inc.; technical and sales personnel) (Sales Force Automation) | Business | Kate Bertrand |
| Fragmentation works for computer press. | Business | Kate Bertrand |
| Getting more bang for your $. (includes related article on hidden costs in trade shows) (Trade Show Success)(April 1992 Take Out Section 2) | Business | Kate Bertrand |
| Hard-hit hardware marketers downplay layoffs' impact on sales and marketing. (News & Trends) | Business | Kate Bertrand |
| Home is where the office is. (AT and T Co., Sharp Electronics Corp. and Canon USA Inc. are targeting the home-office market)(includes related article) (Growth Marketing) | Business | Kate Bertrand |
| HP returns to television with a bang. (Hewlett-Packard Co.) | Business | Kate Bertrand |
| IBM and Microsoft turn Comdex into a marketing battlefield. (International Business Machines Corp. and Microsoft Corp. launch new software at Comdex-Spring and Windows World trade shows) (Comdex/Spring) | Business | Kate Bertrand |
| IBM eyes Northgate for toehold in clone market. (Northgate Computer Systems Inc.) | Business | Kate Bertrand |
| Intel launches new campaign amid new competitive threat. (News & Trends) | Business | Kate Bertrand |
| Intel turns up the heat on its competitors. (Intel Corp.) | Business | Kate Bertrand |
| MacIBM: will marketing bonds grow as new product marriage matures? (IBM Corp.; Apple Computer Inc.) (Cover Story) | Business | Kate Bertrand |
| Marketers do it themselves at Creator Center. (Graphix Zone's multimedia production studios) | Business | Kate Bertrand |
| Marketers reward their top reps with an Apple. (Apple Computer Inc. launches its 'Earning Through Achievement' incentive program) | Business | Kate Bertrand |
| Microsoft-Compaq venture seeks 3COM orphans. | Business | Kate Bertrand |
| Microsoft's Gates sees database software market ripe for the picking. (Microsoft Corp.'s Chairman and CEO Bill Gates) (Comdex/Fall) | Business | Kate Bertrand |
| Multimedia: what you need to know. (Interview) | Business | Kate Bertrand |
| Renaissance man to lead Apple-IBM multimedia venture. (A. Nathaniel Goldhaber; Apple Computer Inc.; Inernational Business Machines Corp.; Kaleida) | Business | Kate Bertrand |
| Skittish execs see '93 ad bucket as 'half full'-maybe. (economic trends) | Business | Kate Bertrand |
| Software publishing's quick recovery. (Software Publishing Corp.) | Business | Kate Bertrand |
| Striving for creativity: Fujitsu looks for unique ways to deliver its message. (Fujitsu Network Transmission Systems Inc.; interview with marketing manager Greg Wortman) (Executive Survey) (Interview) | Business | Kate Bertrand |
| The pan-American marketing motherlode: HP, Apple, Caterpillar eager for new trading bloc opportunities. (Hewlett-Packard Co.; Apple Computer Inc.; Caterpillar Inc.) (Global Marketing Opportunities) | Business | Kate Bertrand |
| The power of personality: Apple, Sprint, Toshiba boost campaigns with big names. (Apple Computer Inc.; Sprint Inc.; Toshiba America Inc.; celebrity endorsers)(includes related article on Hertz Corp.) (Cover Story) | Business | Kate Bertrand |
| The presentation sensation. (multimedia technology) | Business | Kate Bertrand |
| The third wheel: Motorola designs chips to power future IBM and Apple computers. (Cover Story) | Business | Kate Bertrand |
| To Maui with love: Mazda incentive program drives parts sales. (Mazda Motor of America Inc.) | Business | Kate Bertrand |
| U.S. loses its marketing communications leadership, says PR exec. (Jean L. Farinelli, CEO of Creamer Dickson Basford Inc.) | Business | Kate Bertrand |
| Volcanic activity: customer-targeted magazines proliferate at big companies. (includes related article on sale of advertising space by in-house corporate publishers) (Cover Story) | Business | Kate Bertrand |
| Warming doorknobs overseas. (international direct marketing) | Business | Kate Bertrand |
| What marketers want from Clinton: wish lists refined as economic spirits rise. (includes related article) (Cover Story) | Business | Kate Bertrand, Jan Jaben, Sandra Pesmen, Priscilla C. Brown, Joe Mullich, Edmund O. Lawler |
| What's in a logo. (new logos of Hilton Hotels Corp., Dell Computer Corp. and Ultimedia) (The Business Marketing 100) | Business | Kate Bertrand |
| WordPerfect gets with the program. (WordPerfect Corp. unveils marketing strategy) (News & Trends) | Business | Kate Bertrand |
| WordPerfect lauches first foray into TV advertising. (WordPerfect Corp.) (Comdex/Fall) | Business | Kate Bertrand |
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