Business marketer of the year: Compaq's Gian Carlo Bisone

Article Abstract:

The marketing executive of Compaq Computer Corp, Gian Carlo Bisone, was named by Business Marketing Magazine as the Business Marketer of 1992. Bisone was the mastermind behind the introduction of two new low-price products during the summer of 1992. The launching was marked by increase in advertising spending and changes in both media advertising and distribution networks. These changes reflected the company's shelving of its product-driven marketing strategy in favor of a customer-centered marketing. These developments in the company have significantly changed the computer industry itself.

Achievements and awards, Marketing executives, Bisone, Gian Carlo, Business Marketing (Periodical)

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Dell's response to Compaq price cuts triggers industry shoot-out

Article Abstract:

Computer companies are engaging in a war of marketing strategiesspurred by initiatives adopted by Compaq Computer Corp, involving price cuts and new products, aimed at achieving multi-channel vending capability. Dell Computer Corp implemented strategies of its own, consisting of price reductionsand the introduction of its 'super-integrator' service. The renewed competitionwithin the industry is indicative of major changes occurring within the information technology marketplace.

Dell Inc.

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Compaq ventures full force into value-added reseller channels

Article Abstract:

Compaq Computer Corp pursues a different marketing technique for systems integrators and outsourcing organizations. Compaq uses direct mailing and direct marketing that cater to the specific needs of these firms. They believe that their dealers may not be capable of explaining the features of Compaq computers for the outsourcing firms and systems integrators since dealers do not get involved in running the customer's systems.

Computers, peripherals & software, Evaluation, VARs (Value added resellers), Value-added resellers

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