New breed of marketer: 'Cerebral' Brooks incorporates the 'Trenton effect of marketing' as Digital's internal architect

Article Abstract:

Digital Equipment Corp.'s vice president for marketing communications credits the company's success to his 'Trenton effect of marketing,' where products are marketed through heavy advertising and promotional support. As the company re-evaluated its marketing strategies, Jeffrey Brooks' expertise sought to connect Digital's products with its customers by showing commitment and honesty. Brooks' 'cerebral' marketing efforts has earned for him the distinction of being the firm's 'internal architect' in marketing communications transformation.

Digital Equipment Corp., DEC, Brooks, Jeffrey

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From call center direct to the Net: Dell, Cisco using the Web to track, distribute in real time

Article Abstract:

Companies such as Dell Computer Corp and Cisco Systems have been using Internet-based lead tracking and distributing for their sales force. Dell contracted Harke-Hankes to carry out its Comprehensive Advanced Lead Management system in the Internet. In the scheme, telemarketers get in touch with customers from the company's database, send messages to their representatives and announce the transaction to a central Web site information for customers. Cisco has also implemented a similar system through Techmar Communications.

Telegraph & other communications, Specialized Telecom Services, Wired Telecommunications Carriers, Internet services, Web sites (World Wide Web), Web sites, Dell Inc., DELL, Cisco Systems Inc., CSCO, Telemarketing

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Marketing stunts can fly high or merely fall flat

Article Abstract:

Hitachi PC Corp. conducted a skydiving tour to launch its new line of C Series notebook computers to resellers. The stunt featured Hitachi executives Mike Romano and Craig Rittenhouse sending e-mail and playing a computer game while strapped with descending skydivers. The success of this daring demonstration was evidenced by its coverage in the local media, CNN, MSNBC and C-Net. The marketing stunt was designed to persuade resellers to try Hitachi products.

Marketing, Microcomputers, Laptop computers, Notebook computers, Hitachi PC Corp.

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