Software Marketing Madness
Article Abstract:
The software market has changed, grown, and brought in stiff competition. Established software firms are not directly competing with the microcomputer software companies, but they are affected by them. The evolving software market means new marketing strategy decisions for the established software houses. Marketing strategies for mainframe computer software and microcomputer software must address the same decision - handling the microcomputer craze and selling techniques for microcomputer software user. A wider audience must now be reached. Some software houses are concentrating on vertical markets. Small companies do not perceive themselves as being threatened, since they are capable of efficient software development.
Publication Name: Business Marketing
Subject: Business
ISSN: 0745-5933
Year: 1984
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ARF-ABP Study Gains Support
Article Abstract:
The Advertising Research Foundation (ARF) and the American Business Press (ABP) will co-author a study of business-to-business advertising. The planned study is seeking advertising companies who will donate money for the study. ARF/ABP also requires six advertiser companies to volunteer one product each to be used in a controlled advertising weight and frequency test. More dollar generating sponsors are also needed.
Publication Name: Business Marketing
Subject: Business
ISSN: 0745-5933
Year: 1984
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