Turning Challenges Into Opportunities

Marilyn Mersereau

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 like Rohling's e-seeds.

Turning Challenges Into Opportunities

IBM's inspired approach to Internet-Age marketing

Marilyn MersereauWorld Wide Corporate Advertising IBM Corporation

It's Tuesday at 7 am. You sit huddled with a group of bleary-eyed colleagues, listening intently to a muffled voice coming through the speaker phone. The purpose of the conference call is to discuss a new advertising concept you'd like to present to your worldwide client. Unfortunately, the Paris team can't give you comments on the idea the e-mail attachment file was corrupt and could not be opened. The Tokyo team hasn't even received their e-mail. This is going to be...

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