TITLE

Branding Big Blue

AUTHOR(S)
Elkin, Tobi
PUB. DATE
February 2000
SOURCE
Advertising Age;2/28/2000, Vol. 71 Issue 9, p42
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article looks at the electronic business or e-business side of International Business Machines (IBM). IBM put e-business on the map, and the company's reputation is riding on its ability to practice the discipline it sells so hard. Since IBM popularized the term e-business, the catchphrase has been appropriated by rivals large and small. While e-business remains the IBM single, overriding marketing strategy, its Olympic Games sponsorship signifies another linchpin in its overall marketing mix. The 2000 Summer Games in Sydney, Australia marks the last Olympics sponsorship by IBM.
ACCESSION #
2841526

 

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