Top info tech execs share marketing insights; roundtable participants discuss research, brands and corporate image

Article Abstract:

Several top executives in the information technology industry participated in a roundtable discussion on major trends impacting the industry. The participants were Microsoft Corp VP-Marketing Gary Gigot, Lotus Development Corp VP-Product Marketing Eileen Rudden, Anderson & Lembke Inc Chmn Steve Trygg and Borland International Inc VP-Product Marketing David Watkins. The discussions focused on the advertising and marketing of products, use of market research and the appropriateness of a corporate ad campaign.

Libraries, Analysis, Forecasts and trends, Information technology, Interview, Trygg, Steve, Gigot, Gary, Rudden, Eileen, Watkins, David

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Hallmarks of the '90s: branding and integrated marketing

Article Abstract:

Brand identity and integrated marketing are both regarded as prime requisites for resuscitating corporate America. Business firms in the US must strive to foster greater brand consciousness among its clients and fully integrate their marketing plans in order to survive stiff competition. The latter involves even the regular interactive, database-centered communication with customer.

Evaluation, Product management, Integrated marketing communications

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Philip Guarascio: GM's marketing czar on hot seat

Article Abstract:

Philip Guarascio is the executive-in-charge of General Motors' (GM) Corporate Marketing and Advertising operations. A former Madison Avenue executive, he was promoted when GM merged its marketing and communications functions. His marketing strategy for GM is centered on the synchronization of target marketing and advertising operations in local areas.

Motor vehicles and car bodies, Motor vehicle parts and accessories, Management, Officials and employees, Marketing, General Motors Corp., Marketing executives, Guarascio, Philip

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