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 ...

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 ...

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 ...

IBM has a fundamental belief in progress, science and the improvability of the human condition. With its unique capabilities, IBM sees it as its responsibility to create opportunity and prosperity for ...

This paper reviews the recent lessons learned by ibm.com from measuring customer satisfaction in its eBusiness environment. It focuses on the opportunities and challenges brought forth in the course o ...

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 ...

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 Deutschland Informationssysteme. At the time of this campaign, IBM held a relatively weak position within the software developer's c ...

This DMA ECHO entry was created by Ogilvy & Mather Direkt GmbH for IBM Germany. In the past, IBM was not seen as a reliable partner for hardware resellers due to various problems. In order to develop ...

This DMA ECHO entry was created by C-E Communications for IBM. Despite IBM's strong brand name, it was not widely known as a hardware and software solution provider for the manufacturing industry. Thi ...

This 1996 DMA ECHO entry was created by Ogilvy & Mather Direkt for IBM Germany. Direct mail was used to promote IBM hardware, software and services to IBM's internal general business lists of non-cust ...