Marketing Communication Strategies for Y2K Survival

Mosley-Matchett, J. D.
September 1999
Marketing Management;Fall99, Vol. 8 Issue 3, p43
January 1, 2000 has "computer techies" bracing for the anticipated impact of the Y2K bug: the 2-digit software abbreviation that could cause computers and microchips to misinterpret the year 2000 as the year 1900. Such a mistake would confound not just desktop PCs, but power, transportation, banking, and other systems that affect daily life in this age of bits and bytes. Yet as with any other foreseeable business disruption, the Y2K bug presents a predictable menace that wise marketers will prepare for in advance. Assembling a team of specialists to plan a consistent, customer-centered communication strategy is the best Y2K insurance available.


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