What does Netscape really want to be?
Article Abstract:
Netscape Communications Corp needs to redefine its marketing strategy to survive in the highly competitive computer industry. Although the company is involved in several businesses such as selling Internet browsers, enterprise servers and Web publishing, industry experts believe that the company is in an unhealthy position in the industry because it lacks a clear target market where it could build its brand image. Furthermore, if the company believes that selling enterprise servers is its core business, it must develop a marketing campaign and compete with other players in that particular market.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
Apple's return to glory should start with core market niches
Article Abstract:
Apple Chmn. and CEO Gilbert Amelio believes that the company should focus on niche markets to generate revenues to fund its recovery. Such a marketing strategy will transform Apple into a smaller but more cost-effective company. Among the different product categories, Apple's strength lies largely on education and electronic publishing. Consequently, Amelio intends to steer Apple into such potentially lucrative niche markets.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1996
User Contributions:
Comment about this article or add new information about this topic:
Olivetti tees off multimedia swing
Article Abstract:
Ing. C. Olivetti e Compagnia S.p.A. (Olivetti) has launched a massive marketing campaign and several new services to back up the company's ambitious effort to increase its share in Europe's lucrative information technology equipment market. Olivetti has launched an interactive news program which can be accessed through the telephone, video and E-mail. Olivetti is also set to begin operating a new mobile telephone service.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1995
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Wall Street's appeal to Europe. Jump on Europe's top shares. Is Europe missing the bourse?
- Abstracts: Steady progress for the voluntary sector. Fat cats with big hearts. The Barings fallout for charities
- Abstracts: They did it their way. Investment trusts: Kepit sparks off soul-searching
- Abstracts: Corporate research & development investments: international comparisons. Motives for forming research and development financing organizations
- Abstracts: The information content of bankruptcy filing on securityholders of the bankrupt firm: an empirical investigation