Savin pits service against whizbangs
Article Abstract:
Savin Corp. launched a multimillion dollar advertising campaign that stresses customer service rather than product specifications. The service aspect has become the source of business disappointments as technology evened out product quality distinctions among manufacturers. Savin has been a supplier of copiers and office products since 1959 but went into bankruptcy reorganization in 1992. Japan's Ricoh Corp. acquired the firm in Apr. 1995 and is now reviving the Savin brand.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
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Okidata dares to compare
Article Abstract:
Jordan, McGrath of New York City executed OKI America Inc's Okidata Group's OL830 printer 'Smart' advertisement. The Okida printer is compared with Hewlett-Packard's LaserJet III printer. The retail prices of both printers were quoted. The OL830 printer's benefits were mentioned and compared with the LaserJet's features. It was concluded that Okida was the smart choice while adding the 'PC Magazines Editor's Choice' seal of approval.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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