Subject category:
Marketing
Published by:
Darden Business Publishing
Length: 21 pages
Topics:
Internet marketing; Channel strategy
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Abstract
In early 1997, Compaq, the world''s largest supplier of personal computers (PCs), faced a growing challenge from direct-marketing rival Dell Computers. This challenge raised two important questions for Compaq CEO Eckhard Pfeiffer. First, should Compaq attack Dell directly by expanding sales through direct marketing channels: Second, should Pfeiffer attempt to improve channel support for Compaq products by launching a joint-manufacturing program with leading distributors?
Subject category:
Marketing
Published by:
Darden Business Publishing
Length: 9 pages
About
Abstract
In early 1997, Compaq, the world''s largest supplier of personal computers (PCs), faced a growing challenge from direct-marketing rival Dell Computers. This challenge raised two important questions for Compaq CEO Eckhard Pfeiffer. First, should Compaq attack Dell directly by expanding sales through direct marketing channels: Second, should Pfeiffer attempt to improve channel support for Compaq products by launching a joint-manufacturing program with leading distributors?
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Subject category:
Marketing
Published by:
Darden Business Publishing
Length: 9 pages