Compaq tries new 'hybrid' strategy
Article Abstract:
Compaq Computer Corp is planning to launch a unique distribution strategy to compete with Dell Computer Corp and other computer makers engaged in direct marketing. The initiative, consisting of both direct and indirect distribution, was prompted by the company's acquisitions of Tandem Computer and Digital Equipment Corp, both of which rely on value-added resellers to sell and support their products. Compaq assures resellers that they will end up with more business through the hybrid distribution model.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1998
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Global mindset expands
Article Abstract:
IBM Corp. is negotiating with media giants such as Dow Jones & Co., McGraw-Hill Cos., Time Warner Inc. and Turner Broadcasting as well as computer publishers. This move would make IBM the biggest marketer to launch a global creative campaign using only one advertising agency. IBM plans to acquire its advertising through global contracts with big media companies. IBM is speeding up the centralization of media control in its headquarters. The company budgets, monitors and tests its own advertising.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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Compaq-Tandem advertising plans remain in question
Article Abstract:
Compaq Computer Corp. and its newly acquired company Tandem Computers Inc. plan to embark on a combined advertising effort which is as yet undefined. The acquisition deal, which will transform Tandem into Tandem - a Compaq company, is expected to be completed by the 4th qtr. 1997. At present, Tandem's $10 M to $15 M advertising account is handled by Anderson and Lembke in Aug. 1996 while Compaq's $200 M account has been consolidated at Ammirati Puris Lintas, its US advertising agency.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1997
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