Buying universe grows: influencers of business computer purchases rise 7.1% and plan to spend an average $113,555 in next year
Article Abstract:
An IntelliQuest Inc. study reveals that the number of people whose job is to influence purchases of high technology equipment has increased significantly between 1994 and 1995. The universe of those who influence business computer purchases has grown by 7.1% to reach 21 million, while the number of influencers of home purchases has risen by an impressive 17.1% to 18 million. About 9.8 million of the total 39 million influences target both work and home purchases.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1995
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IBM Web test shows dramatic payoff
Article Abstract:
IBM Corp. has developed a successful multimedia marketing campaign targeting petroleum engineers and vendors. The campaign is built around its Seismic Connection Web site which functions as an information resource for engineers while giving the company access to a new niche market. The campaign has resulted in about 4,000 potential customers at a cost of $500 per prospect compared to the $20,000 per prospect spent on direct sales calls.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1997
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IBM beats Hewlett-Packard for customer ease-of-use: 50 people visited both hi-tech sites to see how well each performed
Article Abstract:
More users prefer IBM Corp.'s World Wide Web site than Hewlett-Packard's (HP) site for several reasons. First, IBM offers easier navigation through its ThinkPad information than HP's product information. HP's product data was presented from the firm's perspective rather than that of consumers'. IBM also provides quicker loading of minimal yet attractive graphics. Finally, IBM has clearer and more extensive product information than HP.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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