Centura tackles its marketing mistakes
Article Abstract:
Centura Software Corp is faced with the formidable challenge of rectifying the misguided marketing moves of its last management team. The series of questionable decisions is led by the scrapping of the Gupta brand when the company was renamed from Gupta Corp to Centura and the replacement of the existing product line. These resulted in loss of brand equity built over 14 years. Senior VP-marketing Kathy Lane is tasked with repositioning the software firm, which she hopes to accomplish through a corporate relaunch that focuses on its core competency, its embedded database and tools business.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1998
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How to keep customers happy while shrinking costs
Article Abstract:
The integrated direct marketing concept is cost-effective and efficient means of marketing to customers. Developed by Ernan Roman Direct Marketing Corp., the concept involves the creation of a consensual customer database from which marketers base decisions on who should get what type of marketing information. Unlike conventional direct marketing approaches which tend to overwhelm customers with product information, the integrated direct marketing concept ensures that only those customers who are inclined to buy several types of products will receive information about such products.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1995
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Marketing tips for home businesses: knowing when, where to seek help is essential to growth
Article Abstract:
Home businesses need marketing help to ensure growth. Start-up businesses can hire the services of marketing consultants recommended by colleagues or known through participation in online interest groups. Home businesses should refrain from hiring ad agencies because they often put incompetent people on small accounts. Associations can also be used as a marketing tool for their offer of data on trends, growth areas and industry statistics.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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