Tech leaders spot solutions

Elkin, Tobi
October 1999
Advertising Age;10/11/1999, Vol. 70 Issue 42, special section ps20
Trade Publication
This article examines a rare blend of equanimity and determination being exemplified by technology executives in the U.S. in piloting the marketing division for their respective companies, as of October 1999. Jami Dover, vice president-sales and marketing group and director of worldwide marketing operations for Intel Corp., said what has changed is they were predominately consumer-focused with the Pentium III campaign, but the challenge is expanding what the public hears and sees about Intel. By contrast, IBM initiated an electronic business positioning two years ago, guided by Abby Kohnstamm, senior vice president-marketing. IBM, Kohnstamm says, is looking to do more focused Web, direct and event marketing. Microsoft Corp. will blanket the airwaves with a new positioning that seeks to show empowerment through software, anytime, anyplace and on any device.


Related Articles

  • Utah tech watch.  // Enterprise/Salt Lake City;03/09/98, Vol. 27 Issue 37, p19 

    Comments on the marketing strategies of Microsoft Corp., International Business Machines (IBM) Corp., Intel and other computer firms in the United States. Claim that the firms used the fear, uncertainty and doubt (FUD) factor to capture the market; Advertising for personal computers priced at...

  • 28. Abby Kohnstamm.  // Advertising Age;10/3/2005, Vol. 76 Issue 40, pS-11 

    This article features Abby Kohnstamm, senior VP-marketing at IBM Corp. Kohnstamm manages an advertising budget worth $631.9 million. Among the advertising agencies sharing the IBM account are Interpublic's R/GA, WPP's Ogilvy & Mather and OgilvyInteractive Worldwide,and Modem Media. IBM...

  • Abby Kohnstamm. Elkin, Tobi // Advertising Age;2000 Special Issue, Vol. 71, p38 

    Profiles the 'Advertising Age' magazine Interactive Hall of Fame inductee Abby Kohnstamm. Her position as senior vice-president of marketing at IBM Corp.; How she integrated IBM into the network computing era; Her views on Internet advertising and issues of privacy.

  • IBM taps another AmEx exec.  // Advertising Age;5/31/93, Vol. 64 Issue 23, p37 

    This article reports on the appointment of Abby Kohnstamm as vice president of corporate marketing at IBM Corp. in 1993. In her new position, she will be responsible for overseeing all IBM advertising, promotion and sponsorships, as well as the use of the IBM brand worldwide. Kohnstamm has held...

  • Customer service: IBM's Centers for Innovation address clients' Web needs. Elkin, Tobi // Advertising Age;2/28/2000, Vol. 71 Issue 9, p42 

    Presents an interview with Abby Kohnstamm, chief architect of electronic business (e-business) marketing and keeper of IBM Corporation's Brand Blue. Characterization of IBM marketing and outreach to dot-com companies; Services that can be offered by IBM to new dot-com companies; Justification...

  • HIGH-TECHNOLOGY. Johnson, Bradley // Advertising Age;10/16/1995, Vol. 66 Issue 42, pS-6 

    Profiles corporate executives who control the funds devoted to advertising and promotion in high technology industries. Includes Robert Herbold of Microsoft; Abby Kohnstamm of IBM; Dennis Carter of Intel.

  • Top 25 newsmakers: Abby Kohnstamm, senior VP-marketing, IBM Corp. Maddox, Kate // B to B;6/13/2005, Vol. 90 Issue 7, p32 

    The article reports that Abby Kohnstamm, who joined International Business Machines Corp. (IBM) in 1993 and worked her way up the corporate marketing ranks, became the company's first female senior vice president in 2000, with overall responsibility for global marketing operations. In October...

  • 26: ABBY KOHNSTAMM, SENIOR VP-MARKETING IBM CORP.  // Advertising Age;10/4/2004, Vol. 75 Issue 40, pP-14 

    Provides information on the marketing strategies of IBM Corp. senior vice president of marketing Abby Kohnstamm. Budget for the company's advertising; Percentage of the increase in revenues of IBM in the first half of 2004; Factors to be considered for the continued growth of the on-demand...

  • The patent problem. Pirzada, Junaid // ITNOW;Jul2007, Vol. 49 Issue 4, p28 

    The article focuses on software patenting. It says that this issue stirs up controversy and divides the IT industry between those who oppose the software patents and those who favor it. IBM, Intel and Microsoft are said to be some of the firms that are in favor of software patents. It mentions...


Read the Article


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

Try another library?
Sign out of this library

Other Topics