Subject Index
 

IBM's business had changed dramatically over the course of a decade, moving from manufacturing computers to projects as varied as helping improve the traffic flow in Stockholm, providing translating e ...

This Company Profile provides key details and analysis of IBM, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links to rel ...

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 ...

This article discusses the benefits of having a marketing knowledge base - namely, a library containing relevant company knowledge, which is all accessible in one place. It helps to avoid information ...

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients. To understand what creates an optimal brand experience, IBM asked business decision makers in six ...

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 ...

IBM celebrates the tenth anniversary of its partnership with Ogilvy & Mather for strategic advertising. Success has come from transcending the traditional client/service provider model and developing ...

This paper presents a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IB ...

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

The author tells the story of IBM's e-culture - their approach to Internet Marketing. She gives examples of how IBM helped Mercedes, the Arizona Department of Transportation, and small businesses lik ...

The value of continued investment in brand building and nurturing is illustrated by IBM and its e-business 'solutions for a small planet' campaign. No company should ever rest on its laurels, but shou ...

As the Internet continues to grow into a vital communication channel for global interaction, it is important to acknowledge and adapt to technology and cultural differences. Companies need to be aware ...

Campaign in 1999 by OgilvyOne and Mindshare for the IBM website e-business News. Development of the concept described: the use of independent experts to present and discuss e-business. Right media env ...

Argues that brand equity should be defined in terms of value expected from customers, so that it can be used in ROI calculations. A C-BV (Customer-Brand Value) metric is defined as Penetration x Buyin ...

An IBM campaign targeting small and medium-sized businesses earned $68 million in revenue.

IBM targeted engineers, programme directors, IT managers and managing directors in the telecommunications and media industry in 15 countries for express mailing with an invitation to visit IBM at the ...

This 1998 DMA ECHO entry was created by OgilvyOne Worldwide for IBM EMEA (Germany). The objective of this direct mail campaign was to generate leads for IBM's multi-media digitalization and storage to ...

This 1998 DMA ECHO entry was created by Foote, Cone & Belding Direct Canada for IBM Canada. The objective of this direct mail campaign was to generate leads for IBM's VisualAge 2000 Tool Set, an integ ...

This 1998 DMA ECHO entry was created by Foote, Cone & Belding Direct Canada for IBM Canada. The objective of this multimedia campaign was to generate leads for IBM's new application development softwa ...

This 1998 DMA ECHO entry was created by Marke Communications for IBM Direct. A perception existed among software buyers that IBM was not extremely competitive and reputable in the software industry de ...

This 1998 DMA ECHO entry was created by Wunderman Cato Johnson for IBM (Argentina). The objective of this direct mail campaign was to convince banks to upgrade their Swift Net transaction system with ...

This 1998 DMA ECHO entry was created by Barry Blau & Partners for IBM (UK). The objective of this direct mail campaign was to generate leads for IBM's Entry Server Offering (ESO), a bundled mainframe ...

This 1998 DMA ECHO entry was created by Barry Blau & Partners for IBM. The objective of this direct mail campaign was to reduce customer attrition by signing customers to IBM's Hardware Maintenance Se ...

This 1998 DMA ECHO entry was created by Foote, Cone & Belding Direct Canada for IBM Canada. In response to fierce competition from Dell and Compaq, IBM decided to switch from a product-focused strateg ...

This 1998 DMA ECHO entry was created by Campbell-Ewald Communications for IBM. The objective of this multi-media campaign was to generate leads for IBM's Small and Medium Business Manufacturing group' ...