The Rise of Business Blogging

Steve Rubel

Describes how the weblog (blogging) is becoming an important marketing tool. Microsoft’s image has improved (after a sever battering) largely as a result of unofficial corporate blogging.

The Rise of Business Blogging

Steve RubelCooperKatz & Company

Despite its long history of innovation and track record for producing one product marketing success after another, by the turn of the century Microsoft had developed a negative reputation. In 1998 the Department of Justice initiated a protracted public relations and legal war that branded the company and its top brass as bullying monopolists. By the time the case was settled in late 2001, the Microsoft brand was beaten and battered.

Three years after the case was settled, however, Microsoft has completed a sweeping organizational and image overhaul. It now...

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