Netting B2B customers

Gates, Daniel
September 2005
Brand Strategy;Sep2005, Issue 195, p54
Trade Publication
Shows how Hewlett-Packard Co. has used the Internet to market its products in the competitive business-to-business environment. Development of marketing programs tailored to consumers' needs and HP's sales and channel architecture; Target market of the campaign; Success of the campaign.


Related Articles

  • The Economic X Factor. Foroohar, Rana // Newsweek (Atlantic Edition);6/21/2010 (Atlantic Edition), Vol. 155 Issue 25, p38 

    The article focuses on an increase in target marketing toward women. It states that information technology company Hewlett Packard has designed laptops that resemble fashion accessories marketed for women. It mentions that the pay gap between men and women has shrunk in 2010, giving women...

  • HP E-mail Reaps $20 Million a Month. Oser, Kris // Direct;Aug2002, Vol. 14 Issue 10, p12 

    Provides information on an e-mail marketing program of Hewlett-Packard in the U.S. Benefits of the e-mail program to the company; Features of the e-mail program; Value of the call center savings of the company after the implementation of the e-mail program.

  • Hewlett-Packard Co. www.hp.com. Maddox, Kate // B to B;8/11/2003, Vol. 88 Issue 9, p1 

    Palo Alto, California-based Hewlett-Packard Co. (HP) was named as the best business-to-business Web site in NetMarketing 100 list for the year 2003. The site presents content in an organized and compelling way. It offers several ways to buy HP and Compaq products online, including a home and...

  • HP developing behavioral tool. Krol, Carol // DM News;11/9/2009, p1 

    The article reports on the move by Hewlett-Packard Co. (HP) to launch i-catcher behavioral tool in the market in March 2010. Michael Mendenhall, chief managing officer at HP, explains that the tool directs marketers on where and for how long an item should be offered on a Web page to increase...

  • HP Digital Marketing Hub Helps Customers Harness Big Data. Taft, Darryl K. // eWeek;11/1/2013, p8 

    The article offers information on Hewlett-Packard's (HP) Digital Marketing Hub, a digital marketing offering from HP's Autonomy business that allows marketers deliver obliging and personalized experiences to customers based on a real-time analysis of the huge volumes of information coming into...

  • Putting the human touch back into lead generation. Carroll, Brian // B to B;5/6/2008, Vol. 93 Issue 7, p10 

    The article presents the author's views on the practice of adding human touch in lead-generation programs. He says that in terms of virtual lead-generation activities, marketers need to understand that the real key lies in actively creating nurturing, trustworthy and 'edu-focused' communication...

  • HP targets transpromo market via link-up with RR Donnelley. Nias, Simon // PrintWeek (Haymarket Business Publications Ltd);9/25/2009, p11 

    The article reports that HP is targeting the transactional and transpromo print markets for the next stage of its rollout of the HP Inkjet Web Press. HP has joined forces with U.S.-based print company RR Donnelley to help in the development of the press. The two companies are also focusing on...

  • HP Developing Retail Kiosks to Reach 'iMoms'.  // Brandweek;3/6/2006, Vol. 47 Issue 10, p12 

    This article presents an interview with Dan Gilbert, vice president for marketing at home printing company Hewlett-Packard (HP). He presented background on the entry of the firm into the photo printer market. He cited the target consumers of HP. He commented on the trends in the printing industry.

  • PORSCHE HP GOES NEW WAVE.  // Advertising Age;3/24/2003, Vol. 74 Issue 12, p58 

    The article examines the advertising campaign created by Goodby, Silverstein and Partners for Hewlett-Packard Co. in the U.S. in 2003. Key issues discussed include a description of the key features and advertising copy of the campaign, its target markets and the creative credits for the...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics