Dell Computer Corporation: Compaq Compare campaign
Mariko FujinakaOverview
Dell Computer Corporation became a major player in the fiercely competitive high-tech industry soon after its formation in the mid-1980s. Dell developed and sold computer hardware, including network servers, desktop personal computers (PCs), and laptops, via direct sales to customers. This marketing strategy, which eliminated the need for retailers and dealers, allowed Dell to offer products at lower prices. Though many industry analysts and established computer corporations initially dismissed Dell as an inconsequential mail-order firm, Dell proved them wrong. In its first three years Dell's sales shot from zero to $69.5...