Subject Index
 

In October 1998 the Xerox Corporation launched a $10 million advertising campaign in an effort to change people's perception of the Xerox brand. Although long known simply as a photocopy-machin ...

In 2002 the world's largest provider of computer products and services, International Business Machines Corp. (IBM), was relishing the comeback it had begun to experience eight years earlier. T ...

International Business Machines (IBM) Corporation was undeniably a powerful and influential presence during the early days of the computer boom. In the 1970s and early 1980s IBM dominated the com ...

The world's largest computer company, International Business Machines Corporation (IBM), was one of the first large computer companies to sell its mainframe servers with an operating syste ...

After consolidating its advertising account in 1994 from 42 advertising agencies to just one (Ogilvy & Mather), International Business Machines Corp. (IBM) resurrected its image from an ou ...

Long associated with mainframe computers, International Business Machines Corporation (IBM) struggled in the late 1980s because it was unable to deal with a world dominated by personal computers and ...

Although Electronic Data Systems (EDS), the Plano, Texas-based company founded by H. Ross Perot in 1962, was the acknowledged inventor of the information technology (IT) services industry, by the end ...

In June 2006, ITN (Independent Television News) launched a new corporate identity. As part of this global launch ITN Archive became ITN Source, the world's leading aggregator of moving image content, ...

Rachel Hawkes and Tim Gibbon, of Elemental Communications, explain the new PR technique of News Engine Search Engine Optimisation (NESEO), combining the skills of PR and search engine marketing. NESEO ...

This campaign aimed to help Hewlett Packard sell digital technology to young artists by connecting with them and their ambitions emotionally and sympathetically. The solution was to set up a gallery, ...

Not so very long ago, viruses were mere nuisances, barely registering on the concerns of senior executives. Today, IT security is a top business priority with billions of dollars at stake. With low aw ...

Business owners think they are saving money by putting off the purchase of new computers. Dell 'Machines' demonstrated that this thinking doesn't save money at all. In fact, this thinking costs owners ...

This paper outlines the ways market intelligence has been used to help transform the marketing function within the IBM Corporation. Market intelligence provides the foundation for all decisions in the ...

Argues that companies operating in high-tech markets have as much need of good branding as any other consumer goods firm, although some adaptation may be needed. Without branding, having the best/most ...

Nick Barley takes a broad look into the future of information technology and makes predictions on the state of the industry by 2010. He claims it was not the invention of the computer that changed eve ...

As the internet and e business have exploded, so too have concerns over marketers' collections of individual consumer data. Who's using technology such as cookies or web bugs to gather what informati ...

The marketing challenge of this study was to create awareness that IBM was not just a technological conglomerate but a leading software company. TV was the only medium used including heavy prime time ...

Using the metaphor 'herding cats' which had come to describe hopelessly impossible technology feats, EDS restaged and reintroduced itself to the world during Super Bowl XXXIV. 'Cat Herders' brilliant ...

Using e-business as a core theme, IBM rejuvenated its brand image and built business with EMEA.

This paper explores why some technologies (e.g. IT and telecoms) are well embraced whereas others, such as biotechnology, are more likely to generate anxiety. It examines the role of the internet in d ...

Discusses the difficulties and suggests approaches to building brands in the new information technology markets.

Compaq's philosophy is to manufacture high-quality PCs, incorporating unique additional features, which give IT managers more control over their networks. However, the price of this philosophy is that ...

Information technology (IT) is one of the major areas of technological innovations. The consequences of information technology for society, marketing and market research are enormous and will lead to ...

'The lines are blurring among four huge industries: computers, consumer electronics, communications and entertainment. The relentless spread of digital electronics-converting information, sound, video ...

In a mass market where innovation and price reductions made it difficult to differentiate between products, Canon decided to present itself as the brand which best understands the market recognises th ...

This is the story of how we moved the Compaq brand from being a brand with positive product values - but values that other brands could also own - to a being a brand with a unique positioning and pers ...

This paper will explain how some determined strategic planning helped Hewlett-Packard (HP) to produce really distinctive advertising for this difficult sector - advertising that actually looked like i ...

The agency was asked to develop a bold, new campaign for Informix, which produces a relational database management system. The brief from the client was a campaign which would promote it as the partne ...

Rank Xerox needed an advertising strategy to persuade users of it equipment that it was more than just a photocopier company; that its products were relevant to the realities of a modern office. Thus ...

1985-8 campaign for Norsk Data Ltd (UK subsidiary of leading supplier of minicomputer based solutions). Long-term 3-year plan building to sales target of £40.4 million by 1988 (compared with £9 milli ...