Leverage Your Assets

Wyner, Gordon A.
July 2006
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p8
The article focuses on how corporations can utilize their existing "marketing infrastructures" in order to more effectively market to their customers. The author discusses the roles of computer resellers and insurance agents in the building and maintaining of a brand. These intermediaries are often closer to the end users of a product and are therefore important in the overall marketing of a product. The article also discusses how corporations should "bundle" services with products in order to gain a marketing edge.


Related Articles

  • Jumping through MDF hoops. MacInnes, Billy // MicroScope;7/16/2007, p5 

    The article focuses on "Making technology vendor marketing funds deliver--changing 'us' and 'them' into we," a white paper which explored the efforts of vendors to seek more control in marketing development funds (MDF). According to the paper, a potential conflict exists between resellers...

  • Software. MacInnes, Billy // MicroScope;4/9/2007, p20 

    This article states that Arc Technology has added virtualisation to its portfolio by forging a distribution deal with SWSoft and pledging to sign several resellers for the vendor's Virtuozzo product in the next six months starting April 2007. Arc Technology has been busy expanding beyond its...

  • The Best Stuff We Never Got to See. Duplessie, Steve // Storage Magazine;Jun2004, Vol. 3 Issue 4, p72 

    The article presents the author's opinion on startups in the computer industry. Most of the startups have whacked out ideas, but some of them have really great ideas. They fail for common reasons. For example, they assume they will get one of the original equipment manufacturers (OEM) to fall...

  • VARs THAT STAND OUT FROM THE CROWD.  // CRN;9/6/2004, Issue 1111, p62 

    Invites readers of the periodical "CRN" to submit applications for the 2004 Fast Growth 100 ranking, a list of the computer industry's fastest-growing value-added resellers in the U.S.

  • CDW Expands VAR Recruitment. Zarley, Craig // CRN;9/12/2005, Issue 1162, p94 

    The article reports that CDW Corp. has signed 30 solution providers and now is pursuing high-end value added resellers' Wintel business. CDW traditionally targets VARs with at least $2 million to $4 million in revenue, of which 20 percent to 30 percent come from services. That target is now...

  • Symantec Launches SMB Specialization.  // CRN;9/17/2007, Issue 1249, p12 

    The article explains that Symantec Corp.'s SMB Specialization for Partners is a marketing channel initiative for computer value-added resellers (VARs) and information technology (IT) systems integrators in the U.S. The program gives VARs and integrators the opportunity to obtain partner benefits...

  • VAR 100 A Year of Change. Scott, Robert W. // Accounting Technology;Apr2007, Vol. 23 Issue 3, p22 

    The article discusses the underlying factors shaping the value added resellers (VAR) market as reflected in the 2007 VAR rankings in the U.S. According to the author, the changes is due to increasing demands for resources to handle higher levels of products as well as the robust merger activity...

  • Untitled.  // MicroScope;12/10/2007, p1 

    In this article, the author stresses the need for Dell to convince resellers that the company will be a trustworthy partner. The author says that Dell has spent almost its entire corporate lifetime telling everybody that direct is best and the channel is inefficient and expensive. The author...

  • Untitled. Quicke, Simon // MicroScope;11/12/2007, p17 

    The article reports on the introduction of a zero percent finance offer by Cisco in an effort to increase the number of customers installing unified communications kit. However, there have been mixed responses in the channel to the launch of EasyLease, which is being provided through Cisco...


Read the Article


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

Try another library?
Sign out of this library

Other Topics