| Business Marketing 1992 |
| Title | Subject | Authors |
|---|
| 13 'Top 100' marketers namd the best companies for working mothers. | Business | |
| 7 ways to ruin your business-to-business advertising. (Back Talk) | Business | Gordon Beck |
| ABP 'Objectives & Results' awards. (American Business Press; print advertising awards) (Copy Chasers) | Business | |
| A dark tale from TI. (Texas Instruments TravelMate 4000 advertisement) (CopyChasers) | Business | |
| Air fares more fair to some. (companies obtain better airline fare deals)(includes related article on overseas flights) | Business | Lewis Lazare |
| American Airlines affiliate suits up an executive jet for visual magnetism. (analysis of AMR Combs-Grand Rapids Inc.'s advertisement) | Business | |
| American takes prospects on a sample flight. (American Airlines Inc.'s direct mail advertising) (Copy Chasers) | Business | |
| America's leading business marketers. (The Business Marketing 100) | Business | |
| ... And how do they make decisions? (marketing executives) | Business | |
| A new marketing era begins with enhanced fax services. (fax-on-demand) (New Options in Marketing to Business) | Business | Sarah E. Stambler |
| Apple takes bite out of Microsoft's hide. (Apple Computer Inc.'s advertisement of Apple Macintosh; Microsoft Inc.) | Business | |
| A 'systems approach' to trade show exhibiting. (Trade Show Success)(April 1992 Take Out Section 2) | Business | Lisa Sinicki |
| Atlas' proof is in the pizza. (Atlas Press Inc.) (Copy Chasers) | Business | |
| Best of southern California: high-tech wordplay. (an evaluation of an advertisement) (Copy Chasers) | Business | |
| Building relationships: Siemens adds the personal touch to the technical sell. (Siemens Components Inc.; interview with senior marketing manager Cliff Zatz) (Executive Survey) (Interview) | Business | Edmund Lawler |
| Business marketers position Perot for the presidency. (presidential candidate Ross Perot) | Business | |
| Canon's descent into incomprehensibility. (Canon Inc.) (Copy Chasers) | Business | |
| Caterpillar's clutter cutter. (Caterpillar D4H/D5H Track Skidder advertisement) (Copy Chasers) | Business | |
| Centerior Energy taps the wrong scene. (analysis of its advertisement) | Business | |
| Changing channels of reader response: for true measure of business-to-business ad response, include phone and fax along with reader inquiry cards. (Marketing Tool Box) | Business | James Vick |
| Changing the face of marketing: the new wave of technological change promises tools for faster, flexible decision making. (The New Wave: Technology & Change in Marketing)(Special Advertising Supplement) | Business | |
| Checklist for capitalizing on customer movement to outsourcing. (Outsourcing Report) | Business | |
| Compaq ventures full force into value-added reseller channels. (Compaq Computer Corp) | Business | |
| Corporate catfights: Apple, Microsoft zing competitors with negative ads. (Apple Computer Inc.; Microsoft Corp.) | Business | |
| Creating affinity should be the goal of business advertising. (advertising and customer service) | Business | Lloyd W. Dunlap |
| Customers' diverse needs require diverse channels. (Eastman Kodak Co.'s three-tiered distribution system) (Marketing Secrets) (Company Profile) | Business | Thomas E. Ferguson |
| Customer-targeted magazines grow more popular among the 'Top 100' business marketers. (Cover Story) | Business | |
| Database prospects don't go stale at Tyson Foods: new telephone technology provides marketing edge. (Tyson Foods Inc. uses audiotex services to build up customer database) (New Options in Marketing to Business) | Business | Tom Livingston |
| Days of malaise: American marketers no longer strive to be the best. (Forum) (Column) | Business | John R. Graham |
| Dell bets big on discount-priced 'super-integrator' channel. (Dell Computer Corp.) (Outsourcing Report) | Business | |
| Delphi warns prospects about competitors' prices. (advertisement of General Videotex Corp's online information service) | Business | |
| Digital's tangled headline. (Digital Equipment Corp.'s Network Application Support advertisement) (Copy Chasers) | Business | |
| Dow makes a long story short. (Dow Chemical Co.) | Business | |
| DuPont's new fax attack moving on several fronts. (E.I. du Pont de Nemours and Company Inc. uses fax-on-demand services) (New Options in Marketing to Business) | Business | Andrea Rock |
| Ease of use is software goal. (new software products)(includes related article) (The New Wave: Technology & Change in Marketing)(Special Advertising Supplement) | Business | |
| Eastern Europe's marketing magnet: western entrepreneurs beat a path to Prague. (Global Marketing Opportunities) | Business | Andrea Rock |
| Eaton's message diminished by dark background. (analysis of Eaton Corp.'s advertisement) | Business | |
| EDS emerges from the shadows. (Electronic Data Systems Corp.) | Business | |
| Fast times at Motorola Inc. (three-dimensional direct-mail advertisements)(includes related articles) (Copy Chasers) | Business | |
| Hardware advances multiply: smaller, lighter, more capable and less costly computers enter new marketing territories. (includes related article on new portable computers) (The New Wave: Technology & Change in Marketing)(Special Advertising Supplement) | Business | |
| High-tech titles attract ad dollars of 'Top 100.' (high-technology publications; top 100 business marketers) (Top Five Publications) | Business | |
| Hoechst's mindshare-building campaign. (Hoechst Celanese Corp.'s corporate image advertising campaign) | Business | |
| How to improve presentations. (business presentations) | Business | Alan Rosenthal |
| IBM aims multimedia message at non-technicals. (International Business Machines Corp. targets high-level executives in marketing multimedia products) (Comdex/Spring) | Business | B.G. Yvovich |
| Innovative telecommunications: new tools find applications in product planning, sales and customer service, market intelligence. (includes related article on new telecommunication systems) (The New Wave: Technology & Change in Marketing)(Special Advertising Supplement) | Business | |
| Introducing Business Marketing's Business-to-Business Confidence Index. | Business | |
| Is economy poised for a 'big boom?' (includes survey on marketing and sales executives) | Business | Ian Jaben |
| ISK Biotech serves an appetizing message. (analysis of its advertisement) | Business | |
| It's time to stop selling and start making sales. | Business | John R. Graham |
| Keithley's extraterrestrial campaign. (Keithley Instruments Inc.'s advertising) (Copy Chasers) | Business | |
| Little things mean a lot: marketers should leave no stone unturned in satisfying a customer. (Back Talk) | Business | Kenneth F. Kupper |
| Logitech's nature call. (Logitech Inc.'s advertisement) | Business | |
| Lotus 'Notes' outsourcing's impact on software sales. (Lotus Development Corp.) | Business | |
| Making the old 'new' once again. (Trade Show Success)(April 1992 Take Out Section 2) | Business | Stefane d'Avad |
| Marketers shouldn't let a recession rain on their careers. | Business | Christopher C. Nadherny |
| Marketing out of obscurity: billion-dollar Intergraph Corp. raises its profile. (Corporate profile.) | Business | Jerome Idaszak |
| MCI is mad about change: campaign conjures a presidency's first 100 days. (Copy Chasers) | Business | |
| Miller: business direct marketing tools often go under-utilized by clients. (Quill Corp. President Jack Miller) | Business | Jack Miller |
| NCR's systems integrator alliances begin in its R&D labs. (NCR Corp.; research and development) (Outsourcing Report) | Business | |
| Negotiate from position of strength. (advertising prices and quality) | Business | Scott Donaton |
| Okidata dares to compare. (OKI America Inc.'s Okidata Group's OL830 printer advertisement) (Copy Chasers) | Business | |
| Pent up demand marks environmental projects. | Business | Jeff Clark |
| Philip Guarascio: GM's marketing czar on hot seat. (General Motors Corp.) (Spotlight Report) | Business | Steve Yahn |
| Planting some second thoughts: Hewlett-Packard asks computer-systems buyers to look beyond the obvious. (Hewlett-Packard Co. uses 'The Thinker' image in new advertisement) | Business | |
| PPG requires a second look. (PPG Industries Inc.) | Business | |
| Quality management, not just quality control, should be the corporate ideal. (News & Trends) | Business | Rosalyn Retkwa |
| Restructuring America. | Business | Leo J. Shapiro |
| Revolution taking hold: cost and technology breakthroughs make computerized audiovisual tools more available. (The New Wave: Technology & Change in Marketing)(Special Advertising Supplement) | Business | |
| Robbins puts spring in its sleep. (analysis of Robbins Sports Surfaces' advertisement) | Business | |
| Security: getting tough in tough times. (includes related article on trade show security checklist) (Trade Show Success)(April 1992 Take Out Section 2) | Business | Alan Rosenthal |
| Small prospect base no reason to avoid public relations. (prospective customers) (Marketing Tool Box) | Business | Daniel S. Roher |
| Smart marketers out-target the competition. (Marketing Quiz) | Business | Caren S. von Hippel |
| Southwest Airlines is just 'plane' realistic. (Southwestern Airlines Co.) (Copy Chasers) | Business | |
| SPC sells convenience. (Software Publishing Corp.) | Business | |
| Spinning a yarn: Siemens converts a complicated scenario into a simple tale. (Siemens Energy and Automation Inc.'s advertising) (Copy Chasers) | Business | |
| Standing firm in '92: darker days loom if advertisers, agencies and media don't hold their ground. (Back Talk) (Column) | Business | Rance Crain |
| Taking the stand for Apple: a law firm's testimonial builds credibility for the Macintosh. (Apple Computer Corp's Macintosh computers advertisement) (Copy Chasers) | Business | |
| 'Ten commandments' of business-to-business marketing communications. | Business | Fred R. Messner |
| 'Ten commandments' of business-to-business marketing communications. (Back Talk) | Business | Fred R. Messner |
| The case for staying in-house. (Should telemarketing be done in-house or through an agency?) (Both Sides of the Fence) | Business | Gerald W. Hale |
| The case for using an agency. (Should telemarketing be done in-house or an agency?) (Both Sides of the Fence) | Business | Ted Schwartz |
| The next Dick Tracy wristwatch radio? | Business | John W. Hartman |
| Tracking the communications technology EXPLOSION. (exhibition) | Business | |
| Using humor in business ads can get ticklish. (Column) | Business | Lisa E. Phillips |
| Want accountability? Then go direct. (direct marketing) | Business | Gary Levin |
| Who are these leading marketers.... (marketing executives) | Business | |
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