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IBM strives for a single image in Europe
- Source :
- The Wall Street Journal Western Edition. April 16, 1991, pB6
- Publication Year :
- 1991
-
Abstract
- IBM begins an advertising campaign in Europe that focuses on creating a single image of the computer maker across the entire continent. The number-one computer maker believes the 1992 Single European Market will make it important to have consistent offerings; confusion and a loss of sales will result if different countries have different images of IBM. IBM's Pan-European marketing strategy has been a gradual one: it began with creating a single corporate image in the late 1980s and involves using consistent advertisements across the continent in early 1991. Industry observers note that IBM's global marketing strategy is indicative of a trend in the computer industry as a whole.
Details
- ISSN :
- 01932241
- Database :
- Gale General OneFile
- Journal :
- The Wall Street Journal Western Edition
- Publication Type :
- News
- Accession number :
- edsgcl.10596021