Big Blue shifts to pink: Pan-European campaign touts service

Article Abstract:

IBM is using the Pink Panther cartoon character as part of its pan-European advertising campaign. The company hopes that the Pink Panther brand image will boost the sales of IBM computers in the region. The company's market share in the continent has been hampered by clone manufacturers as evidenced by over a 20% decline in market share since the early 1990s. IBM's reorganization has resulted into a more marketing-oriented enterprise.

Advertising, Cartoon characters

Coordinating big blue: IBM's automated sales system improves communication

Article Abstract:

Integrated Business Machines Corp's (IBM) Marketing and Sales Management (MSM) automated sales system revolutionized the computer giant's marketing strategies. The system is capable of centralizing information provided by field representatives. It can coordinate the different IBM divisions and business partners. The MSM program also collects and provides field data which facilitates production and efficiency.

Computer integrated systems design, Usage, Computer software industry, Software industry, Software, Technology application, Sales management, Office automation systems, Integrated office systems, Marketing and Sales Management (Sales/marketing software)

... As sales force weaves new strategies

Article Abstract:

The head of the Greater Silicon Valley trading area, one of the over 60 regional sales offices in the US, discusses her marketing activities in the center of 'enemy' territory. Silicon Valley has the largest concentration of IBM's business rivals. Amal Johnson supervises, motivates and leads about 375 IBM employees in the area. An innovative marketing approach being used by Johnson is teleservices operations.

Management, Planning, Marketing management, Johnson, Amal