Micron's big move

Article Abstract:

Micron Electronics Inc is embarking on an advertising campaign aimed at generating brand awareness for its computer products. The branding strategy will target small and midsize business enterprises as well as individuals. Micron has been hiring management and marketing executives who are considered the best in the industry to further boost its branding campaign. The computer retailer is confident that the initiative will result in greater brand name recognition and other growth opportunities.

Advertising Management, Advertising, Marketing management, Interland Inc.

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HP puts 'data' in database

Article Abstract:

Hewlett Packard Co.'s international customer information manager Judith Kincaid intends to determine the end-users of the products HP sold to develop HP's business to business database marketing programs. The b-to-b marketing strategy aims to create a support between HP and its customer which will be utilized in making sales. However, she stated that knowing the user of the product bought is the most complicated aspect of b-to-b marketing.

Planning, Hewlett-Packard Co., HWP, Customer relations, Kincaid, Judith

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Gateway raking in online PC orders

Article Abstract:

Gateway 2000's senior VP-global marketing James Taylor stated that the company receives $2 million worth of product orders via the Internet everyday. He estimated a $700 million income for 1997 which covers the 20% of the total international Web sales. This marked more than 100% increase in total sales as compared to Gateway's 1996 income that only reached $300 million.

Analog & Hybrid Computers, Microcomputers, Finance, Gateway Inc.

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