Theory to Evaluate the Marketing Strategy of Ibm

7/28/2019 Theory to Evaluate the Marketing Strategy of Ibm

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THEORY TO EVALUATE THE MARKETING STRATEGY OF IBM

It is by the use of marketing theory and concepts; we are evaluating the determined

marketing strategy of IBM in attaining its organisational goals and objectives. Initially

the proceedings are related to the importance and the use of information in successful

marketing strategies by IBM. Then there is the discussion about IBM marketing

strategies in terms of their overall organisational strategy. We will make an analysis

over the application of IBM marketing strategies in global context. Lastly we will

assess IBM e-business strategies in marketing domain.

International Business Machines Corporation, or the IBM, is basically a multinationalcomputer technology and has got hold over IT consulting services. The company has

established itself as one of the selected information technology companies since 19th

century. Adoption of marketing strategies for IBM has been a planned structure since

19th century and by means of these strategies it has earned enough success all over

the world. With its growth in the manufacturing as well as marketing domains of

computer hardware and software, it has gained the nickname of "Big Blue". On

marketing grounds, IBM follows strict infrastructural services, added by hosting

provisions and consulting services in various areas from mainframe computers to the

persuasion of nanotechnology.

The company considers that to make marketing strategies, it is important to have

appropriate decisions that can well enhance all kinds of competitive advantages and

can create all kinds of new sources of value for the purpose of improving the

organisational revenue growth. As declared in its official website. IBM considers that

their strategy and change services target in helping their clients in transforming their

economy and related businesses by the scope of identifying strategic options. This

further gets added by provisions for developing strategic and planned change

programs to meet the demands of their consumers. According to Luq Niazi, Leader -

Strategy and Change,

"When the leaders of an organisation think about their business as components, it

becomes clear which ones they need to own - and which they do not"


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Importance and use of information in IBM marketing strategy

The importance and use of information is very vital for gaining success and thus IBM

in particular came up with Social Networking provisions. It is an absolute means of

sharing ideas, complains and letters of appreciation in public. By means of adopting

networking opportunities, IBM established its strong hold over competitive market. It

is through the provision of Social Networking (SN), that IBM could establish its

commitment to technology and SN mindset. The company uses its technological

supports and draws new kinds of driving features. IBM is the first major IT supplier

that has got potential provisions for SN in the process of changing the entire

enterprise along with a credible application to address the market.

By means of investments made in the SN domain, IBM has gained enough market

strengths in the enterprise lineage, global services, and deep pockets and above all in

gaining loyal customers. By success of SN, IBM proved to be a fine player in the

domain of information networking. The proceedings have added many advantages to

its organisational global services. SN for enterprises has been implemented with

enough marketing strategies and this is what providing IBM with technical expertise

in the field of organizational/adoption issues. The launching of more facilities related

to SN are relevant to the competition of the market. The launcher came up with a new

idea and launched it much before anybody can ever think of it. The second big thing

to the adoption of marketing strategy is the IBM's mindset in the launching of Lotus

Connection. It is an information networking process with collaboration-centric

approach to SN and helps in information sharing and uninterrupted workflow. By few

minutes of exploration anybody can well get hold over its functionalities. IBM kept it

easy and user friendly; the basics of marketing strategies.

When it comes to the use of information system in IBM, the adoption of unique kind

of marketing strategies is predominant. The basic approach is in being innovative ad

adopting something that is very user friendly and easy for the customer to adopt.

Complicacies in the same field can lead to failure of the same. This is the reason that

IBM lays emphasis over making it simple, easy and sharing more than the consumer

can expect. Once there is a kind of trust and sense of being facilitated gets into the

consumer, he hardly will opt for any other company and this is what IBM believes to

the core. Application of innovative ideas in the field of information sharing units can


3/19

be of great risk, but under the marketing strategy of IBM, this risk has been taken

again and again with enough success.

IBM marketing strategy in relation to Organisational strategy

The measurement of strategic effectiveness in an organizational strategy can be

discovered through SWOT analysis. This is a structure that figure out strengths,

weaknesses, opportunities and threats of a particular company. Added to this there is

the initiation led by Johnson and Scholes model for corporate strategy (Rifkin, 2001).

Under this persuasion we can evaluate a company on the basis of three key success

criteria. These are marked as following;

Suitability can be assessed to identify the factors that will support the strategies.

Feasibility is all about the adoption of executing the strategy into practical field.

Acceptability is something that will determine the reactions that the organisation

will receive by the execution of the strategies.

At IBM there is enough encouragement for creative marketing tactics. Anybody

within the organisation can attain these tactics. The application of SWOT and the

Johnson and Scholes model proves that IBM has got enough potentiality to gain well

crafted assessment about itself. Its main strength lies in identifying its weaknesses.

The approaches are all very professional and the marketing persuasions are well

structured as per the organisational structure. As per the declarations made by the

official site of IBM, the basic marketing strategy in relation to organisational strategy

adopted by IBM is more concerned about the proceedings led by HRM. The

perspectives of organisational dealings are strategically adopted to meet the demands

of HRM.

The typical business culture of IBM is customer centric and for that they make their

HR department feel the responsibility. It has been marked that on traditional ground

many IBM executives along with aspiring general managers are selected for the

purpose of improving sales force and market oriented projects. It can be well marked

as Samuel J. Palmisano, the current CEO, IBM; initially joined the company in theposition of a salesman.


4/19

Global context in IBM marketing planning

In global context, IBM has proved to sustain in the most difficult situations. It has

overcome the recent twists and turns led by 'bricks-and-clicks'. Despite the fact that

this marketing strategy adopted by IBM was considered to be an early lead by the

field of Internet pure plays. However amidst all the hurdles IBM is now achieving

milestones through the advantages forwarded by brick-and-click enterprises. It is

through this enterprise that IBM can be considered as a big player in terms of getting

hold over the global marketing plans. Its formulisations are inclusive of creating a

global brand blueprint. It is a mode that usually gets expressed locally and after

attaining some success approaches on global grounds. IBM always follows the

process of establishing central framework and then architects the relevant consumer

experiences to gain consistency with the brand.

IBM always concentrates in gaining single view from its consumers and that helps in

assessing the risk factors of global marketing strategies (Rometty, 2001). In order to

meet the diversified point of views, IBM follows the structure noted below;

Process of analysing the context of 'when', 'where' and 'how' the appropriate and

relevant customer data can be collected. This is an approach that is done under the

provision of practical market survey.

The means to create absolute governance framework with special attentions led

over management policies and overall practices. These are the sources that are

collected through the purpose of encouraging customer centricity added by the scope

to safeguard customer privacy.

Approaches led by institute consistent processes for target customer is the next step.

In this process the relationship led by the management across all the domains of sales

and provided services of the organisation are scrutinized professionally.

IBM and e-business strategies

The motive of any electronic business is to achieve consumer demands through

internet networking. This is a provision that can collect more consumers all over theworld with very minimum investment. It is an exclusive means adopted through the


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dealings related to information and communication technologies. For the development

of business proceedings through ICT is considered to be the best means. In case of

IBM the role of e-business is very strong. Through e-business strategies, IBM is

enabling itself to all kinds of external activities and is applying determined

relationships for respective business dealings, with individuals, diversified groups and

all other corporate. According to 'Who Says Elephants Can't Dance?'; a book by a

former CEO of IBM, Louis Gerstner (2003), the approach of IBM for "e-Business

strategies is handled under IBM's marketing provisions and under specialised internet

teams since 1996.

It is through its e-business strategies that IBM is able to link its internal as well as

external data processing systems with more efficiencies and flexibilities. E-business

helped IBM in coming much closer to its consumers and that builds the bridge of

reliability and consumer loyalty to the brand. The proceedings led by IBM for the

development and implementation of e-business are more strategic and led

concentration over diversified functions occurring through electronic capabilities.IBM

is also a part of the entire value chain proceeding for more profitable dominance over

the local as well as global market. There are some predominant sectors where the e-

business strategies are applied to gain more trust and money from the consumer.

These activities are noted below;

electronic purchasing

supply chain management

processing orders electronically

handling customer service

These proceedings are adding special technical standards in the e-business structure of

IBM. It is also utilising e-business strategies to exchange of data between its partners

and associate companies. As a matter of fact the e-business strategies of IBM are not

much different from the other marketing strategies. The basic difference however

depends over the expansion of management for sending and receiving contracts from

the consumer. It is under this strategic implementation that IBM has adopted many


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IBM is carrying out a project focused on developing a computer that would work as a

brain, so it can solve problems by considering the real context in which the things are

happening.

This type of technology is called Cognitive computing, and it will require the

combined work of neurobiologists, computer and materials scientists and

psychologists. In order to develop the project, some researchers from Stanford

University, Cornell University and the University of California-Merced are

collaborating. Besides, the project is supported by the Defense Advanced Research

Projects Agency that has invested $4.9 million.

The mind has an amazing ability to integrate ambiguous information across thesenses, and it can effortlessly create the categories of time, space, object, and

interrelationship from the sensory data, said Dharmendra Modha, a researcher at

IBM who is leading the collaboration.

There are no computers that can even remotely approach the remarkable feats the

mind performs, said Modha. The key idea of cognitive computing is to engineer

mind-like intelligent machines by reverse engineering the structure, dynamics,

function and behavior of the brain.

SEGMENTATION OF THE MARKET

THE COUNTRY CHOSEN IN THIS CASE IS UNITED KINGDOM

NEUROSCIENCE, SUPERCOMPUTING, NANOELECTRONICS

Market segmentation is a strategy that involves dividing a larger market into subsets

of consumers who have common needs and applications for the goods and services

offered in the market. These subgroups of consumers can be identified by a number of

different demographics, depending on the purposes behind identifying the groups.

Marketing campaigns are often designed and implemented based on this type of

customer segmentation.


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In this case we can segment the market by the age group of the people who will be

using the end product; this type of computer will be mostly used by the older group of

people who understand what is nanoelectronics and its applications.

SELECTION OF TARGET MARKET

Target Marketing involves breaking a market into segments and then concentrating

your marketing efforts on one or a few key segments.

Psychographic segmentation based on lifestyle preferences, such as being urban

dwellers

DIFFRENTAITION AND POSITIONING OF THE OFFERING IN THE

CUSTOMERS MIND

In marketing product differentiation is the process of distinguishing a product or

offering from others, to make it more attractive to a particular target market. This

involves differentiating it from the competitors products as well as ones own

products.

Differentiation in quality is what IBM will be aiming for in this product as this

product will of superior quality and design which will give IBM a competitive edge

over other companies which plan to launch such a product in the future.

MARKETING OBJECTIVES

Short term targets for milestones with defined measurable achievement.

For example if IBM is planning to get over a million units of sale in this particular

year, then objectives should be defined in such a way

That actual performance can be compared with the objective.

A MARKETING MIX FOR THE NEW PRODUCT OR SERVICE

Product


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The product is cognitive computing

Price

The price would be based on development costs plus profits

Place

The place of launch would be united kingdom

Promotion

The product would be promoted to the age group of over 25 yrs

People

British organisations aim to apply for the Investors In People accreditation, which

tells consumers that staff are taken care off by the company and they are trained to

certain standards.

Process

Banks that send out Credit Cards automatically when their customer's old one has

expired again require an efficient process to identify expiry dates and renewal. An

efficient service that replaces old credit cards will foster consumer loyalty and

confidence in the company. Hence efficiency is our aim.

Physical evidence

Physical evidence is an essential ingredient of the service mix, consumers will make

perceptions based on their sight of the service provision which will have an impact on

the organisations perceptual plan of the service.

AN INDICATION OF THE COSTS OF THE MARKETING STRATEGY AND

WHEN IBM SHOULD EXPECT A RETURN ON THEIR INVESTMENT


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There is a strong opinion that costs of the projects would be above 10 million as the

Defense Advanced Research Projects Agency that has invested $4.9.

Hence according to calculation which are based on profits over a period of time, it

would take five years to get back the investment.

BIBLIOGRAPHY

BOOKS

Gerst, Louis V. (2003) Who Says Elephants Can't Dance. Leading a Great Enterprise

through Dramatic Change. Harper Paperback

Bruce Barkley (2008) Project management in new product development. McGraw-hill

books

Rifkin, J. (2000) The Age of Access, Putnam Books, New York

WEBSITES

IBM Global Business Services, http://www-935.ibm.com/services/uk/index.wss/home

[retrieved on 19th Nov. 2009]

Rometty, Ginni (2001) Five marketing tips for the digital age. http://www-

935.ibm.com/services/au/index.wss/ibvstudy/igs/a1006209?cntxt=a1005848

[retrieved on 19th Nov. 2009]

Spooner, John G. (2002) IBM meets lowered estimates. Staff Writer, CNET News

April 17, 2002 http://news.cnet.com/IBM-meets-lowered-estimates/2100-1014_3-

885259.html [retrieved on 20th Nov. 2009]

http://www.modha.org/

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Marketing strategies of IBM

Marketing Strategies of IBM

Introduction

This study aims at examining the use of theoretical marketing approaches in the

practical business scenario. In this domain the marketing strategy of IBM has been

considered on empirical grounds. It is by the use of marketing theory and concepts

that the study evaluates the marketing strategies of IBM and its role in fulfilling the

firm' overall goals and objectives. Four specific aspects of marketing strategy

evaluation are assessed in this study. Initially the proceedings are related to the

importance and the use of information in successful marketing strategies by IBM.

This is followed by a discussion on IBM marketing strategies in relation to its

organisational strategy. The paper also makes an analysis of the application of IBM

marketing strategies in global context. Lastly e-business strategies of IBM in the

marketing domain are assessed.

Evaluation of marketing strategy of IBM

International Business Machines Corporation, better known as IBM, is a multinational

IT company involved in the manufacture and retail of computer hardware and

software applications, and IT consulting services. Employing the best talents in the

industry, IBM is today the largest as well as the most profitable information

technology employer in the world. Despite of the adverse economic conditions, the

firm achieve a significant increase in its net revenue and income in 2008 compared to

previous years.

Well - devised and efficient marketing strategies have been the key to IBM' global

success. The company strongly believes that devising effective marketing strategies

requires making appropriate decisions that can well enhance all kinds of competitive

advantages and can create all kinds of new sources of value for the purpose of

improving the organisational revenue growth. According to Luq Niazi, Leader of

Strategy and Change at IBM, "when the leaders of an organisation think about their

business as components, it becomes clear which ones they need to own - and which


12/19

they do not". This clearly indicates the great emphasis that IBM places on the

performance and decision making capabilities of leaders in devising effective

marketing strategies. In addition, the firm also considers understanding the

requirements and needs of customers as crucial for developing effective marketing

strategies. Understanding the innovative demands of customers lies at the core of

developing effective marketing strategies.

Based on IBM' market share and dominance in the IT industry, the firm can be aptly

described as a 'market leader'. Being a market leader, an important marketing strategy

which IBM uses against its competitors is the defensive marketing warfare strategy.

The defensive marketing strategy involves the firm employing tactics to maintain its

market share. There are several tactics that firms use for defending their market share,

such as fortification, counterattack, mobile defence and strategic retreat (Ries and

Trout, 2005). Being the courageous market leader that IBM is, the firm adopts the

best defensive marketing strategy which is "self attack". IBM' strategy is "cheaper and

better than IBM". Aware of IBM' tactic, customers wait for IBM' new prospects as

they know that the Big Blue will constantly introduce new and better products which

makes the firm' own products obsolete. Another key marketing strategy employed by

IBM for sustaining its market leadership is product differentiation strategies. Product

differentiation can be achieved using a variety of factors such as distinctive products,

reliability, durability, product design etc (Kurtz and Boone, 2006). IBM uses a

product differentiation strategy based on quality of performance. In line with its quest

for further growth and market leadership, the firm adopts a diversification strategy.

The importance of IBM' growth strategy has heightened in the current economic

situation with companies in the computer industry having faced a massive drop in the

industrial production and productivity of computer hardware and the future growth forthis segment also appearing dim. In such a context, IBM has strategically reduced its

exposure to hardware by diversifying into software and services.

IBM also realises the importance of maintaining good relationships with its customers

and in line the firm lays great emphasis on trust - based marketing strategies. Trust

based marketing strategies stress on the need for organisations to gain ethical hold

over consumer dealings and also be honest and open about its products and the

services. For IBM, adoption of this strategy has been very effective in developing its


13/19

brand identity and image. In all of its marketing activities, the firm strives at building

customer trust and loyalty.

Importance and use of information in IBM marketing strategy

The importance and use of information is vital for gaining success. In line, IBM

adopted the strategy to take up Social Networking to the work place. It is an absolute

means of sharing ideas, complains and letters of appreciation in public. By means of

adopting networking opportunities, IBM established its strong hold over competitive

market. It is through the provision of Social Networking (SN), that IBM established

its commitment to technology and developed an enterprise - wide SN mindset. IBM is

the first major IT supplier that has got potential provisions for SN and is in the

process of changing the entire enterprise along with a credible application to address

the market.

By means of investments made in the SN domain, IBM has gained enough market

strengths in the enterprise lineage, global services, deep pockets and above all in

gaining loyal customers. By success of SN, IBM proved to be a fine player in the

domain of information networking. The proceedings have added many advantages to

its organisational global services. SN for enterprises have been implemented with

enough marketing strategies and this is what is providing IBM with technical

expertise in the field of organizational/adoption issues. The launching of more

facilities related to SN are relevant to the competition of the market. The launcher

came up with a new idea and launched it much before the though had developed in

anyone' mind. The second big thing to the adoption of marketing strategy is the IBM's

mindset in the launching of Lotus Connection. It is an information networking process

with collaboration-centric approach to SN and helps in information sharing and

uninterrupted workflow. By few minutes of exploration anybody can well get hold

over its functionalities. IBM kept it easy and user friendly; the basics of marketing

strategies.

When it comes to the use of information system in IBM, the adoption of unique kind

of marketing strategies is predominant. The basic approach is in being innovative and

adopting something that is very user friendly and easy for the customer to adopt.Complicacies in the same field can lead to failure of the same. This is the reason that


14/19

IBM lays emphasis over making it simple, easy and sharing more than the consumer

can expect. Once there is a kind of trust and sense of being facilitated gets into the

consumer, he hardly will opt for any other company and this is what IBM believes to

the core. Application of innovative ideas in the field of information sharing units can

be of great risk, but under the marketing strategy of IBM, this risk has been taken

again and again with enough success.

IBM marketing strategy in relation to Organisational strategy

The strategic effectiveness of an organizational strategy can be measured using

SWOT analysis. This is a structure that figure out strengths, weaknesses,

opportunities and threats of a particular company. Incorporating the Johnson and

Scholes' model for corporate strategy into this structure creates three success criteria

for evaluating a firm (Rifkin, 2001). These are as following;

Suitability can be assessed to identify the factors that will support thestrategies.

Feasibility is all about the adoption of executing the strategy into practicalfield.

Acceptability is something that will determine the reactions that theorganisation will receive by the execution of the strategies.

At IBM, employees are greatly encouraged to initiate creative marketing tactics. The

application of SWOT and the Johnson and Scholes model proves that IBM has got

enough potentiality in developing well crafted assessment about itself. Its main

strength lies in identifying its weaknesses. The approaches are all very professional

and the marketing persuasions are well structured as per the organisational structure.

As per the declarations made by the official site of IBM, the basic marketing strategy

in relation to organisational strategy adopted by IBM is more concerned about the

proceedings led by HRM. The perspectives of organisational dealings are strategically

adopted to meet the demands of HRM.

The typical business culture of IBM is customer centric and in hence a substantial

amount of responsibility is placed on the HR department. It has been marked that ontraditional ground many IBM executives along with aspiring general managers are


15/19

selected for the purpose of improving sales force and market oriented projects. It can

be well marked as Samuel J. Palmisano, the current CEO, IBM; initially joined the

company in the position of a salesman. With his determination and marketing

strategies he achieved the position that he currently occupies (Spooner, 2002).

Though it is unusual for a CEO's profile, but in IBM, growth of the organisation and

the people working for it are directly proportionate to performances led in the field

and the adoption of the marketing strategies which respond adequately to competitive

pressures.

Global context in IBM marketing planning

In the global context, IBM has proved itself as a strong contender by managing to

sustain in the most difficult situations. It has overcome the twists and turns it initially

faced in adjusting to the 'bricks-and-clicks' business structure. Overcoming all the

hurdles IBM is now achieving milestones through the advantages forwarded by brick-

and-click enterprises. It is through this enterprise structure that IBM has transformed

into a major player in terms of getting hold over global marketing plans. Its

formulisations are inclusive of creating a global brand blueprint. It is a mode that

usually gets expressed locally and after attaining some success approaches on globalgrounds. IBM always follows the process of establishing central framework and then

architects the relevant consumer experiences to gain consistency with the brand.

IBM always concentrates in gaining single view from its consumers and that helps in

assessing the risk factors of global marketing strategies (Rometty, 2001). In order to

meet the diversified point of views, IBM follows the structure noted below;

Process of analysing the context of 'when', 'where' and 'how' the appropriateand relevant customer data can be collected. This is an approach that is done

under the provision of practical market survey.

The means to create absolute governance framework with special attentionsled over management policies and overall practices. These are the sources that

are collected through the purpose of encouraging customer centricity added by

the scope to safeguard customer privacy.


16/19

Approaches led by institute consistent processes for target customer is the nextstep. In this process the relationship led by the management across all the

domains of sales and provided services of the organisation are scrutinized

professionally.

The process of appointing efficient team leaders and strong managementinitiators. IBM also appoints a leader who can perform as a single customer

advocate and is very much accountable for all the sorted touch points.

The marketing strategies adopted by IBM to meet global demands and competitions

are well inclusive of a robust infrastructure. It has the provision for optimising

flexibility and a hub-and-spoke architecture for collecting consumer demands on

global arena. There is also well marked acknowledgement for all the innovative ways

adopted by the partners of IBM. Developments attain by the partners of IBM in global

terms is also directly related to the marketing strategies followed by IBM. IBM

understands the fact that partners can add much hold over the local market and can

reach the consumer with more in-depth formulations. This is the reason that they

believe in developing capitalized relationship with these partners for future

opportunities.

IBM and e-business strategies

The motive of any electronic business is to efficiently meet consumer demands

through internet networking. The internet provides a medium for businesses to reach

out to customers globally at very low costs. It is an exclusive means adopted through

the dealings related to information and communication technologies. In case of IBM

the role of e-business is very strong. Through e-business strategies, IBM is equipping

itself with all kinds of external activities and is applying determined relationships for

respective business dealings; with individuals, diversified groups and corporate

clients. According to 'Who Says Elephants Can't Dance?'; a book by a former CEO of

IBM, Louis Gerstner (2003), IBM' approach for e-Business strategies is handled by

specialised e - business teams operating under IBM's marketing department.

It is through its e-business strategies that IBM is able to link its internal as well as

external data processing systems with greater efficiency and flexibility. E-business


17/19

helped IBM in reaching closer to its consumers, conveying the message of reliability

and in urn enhancing customer loyalty to the brand. The proceedings led by IBM for

the development and implementation of e-business concentrate on the diversified

functions occurring through electronic capabilities. IBM is also a part of the entire

value chain proceeding for more profitable dominance over the local as well as global

market. There are some predominant sectors where the e-business strategies are

applied to gain more trust and money from the consumer. These activities are noted

below;

electronic purchasing supply chain management processing orders electronically handling customer service cooperating with business partners

These proceedings add special technical standards in the e-business structure of IBM.

The firm also utilises e-business strategies to exchange of data between its partners

and associate companies. As a matter of fact the e-business strategies of IBM are not

much different from the other marketing strategies. The basic difference however

depends over the expansion of management for sending and receiving contracts from

the consumer. It is under this strategic implementation that IBM has adopted many

local dealers to be a part of its services. These dealers are of course selected through

some professional modes. The reputations of these dealers are marked by IBM first

before offering the partnership. In terms of services for each product sold through e-

business, IBM provides appropriate training to all those people who are a part of this

structure. With strategic planning IBM is also into the dealings related to integrated

intra and inter firm business proceedings.

Conclusion

From the above discussions, it can be derived that the marketing strategies adopted by

IBM are built on the structure of trust - based marketing, defence marketing warfare,

product differentiation and diversification marketing strategies. It is through the

appropriate use of these theoretical approaches that IBM has established itself very


18/19

strongly in the traditional marketplace as well as in the burgeoning online

marketplace. IBM strives at fulfilling the needs and expectations of its customers and

in enhancing customer trust and loyalty. The products and services provided by IBM

can guarantee their utility to the customer's satisfaction. In a nutshell, IBM is a

courageous risk - taker that places great emphasis on innovative ideas for further

growth. In line, the firm explores the consumer's domain through proper hold over

local and global proceedings.

References

Emerson, W.P. (1996) Building IBM: Shaping the Industry, Massachusetts Institute of

Technology, USA.

Gerst, Louis V. (2003) Who Says Elephants Can't Dance? Leading a Great Enterprise

through Dramatic Change. Harper Paperback

Ham, A. and Rastelli, L.G. (2002) Marketing - Essential techniques and strategies

geared towards results, John Wiley and Sons Inc, USA.

IBM Global Business Services, http://www-935.ibm.com/services/uk/index.wss/home[retrieved on 19th Nov. 2009]

Kurtz, D. L. and Boone, L.E. (2006) Principles of Marketing, 12th edn, Thomson

South-western, USA.

Ries, A. and Trout, J. (2005) Marketing warfare, Pearson, UK.

Rifkin, J. (2000) The Age of Access, Putnum Books, New York

Rometty, Ginni (2001) Five marketing tips for the digital age.

http://www.935.ibm.com/services/au/index.wss/ibvstudy/igs/a1006209?cntxt=a10058

48 [retrieved on 19th Nov. 2009]

Spooner, John G. (2002) IBM meets lowered estimates. Staff Writer, CNET News

April 17, 2002 http://news.cnet.com/IBM-meets-lowered-estimates/2100-1014_3-

885259.htm [retrieved on 20th Nov. 2009]


19/19

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Theory to Evaluate the Marketing Strategy of Ibm