TITLE

Tech leaders spot solutions

AUTHOR(S)
Elkin, Tobi
PUB. DATE
October 1999
SOURCE
Advertising Age;10/11/1999, Vol. 70 Issue 42, special section ps20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
2369620

 

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