Business Services Industry
Maureen McGuire, VP-integrated marketing communications; IBM Corp.(Marketer of the Year)
B to B, December, 2002 by Maddox, Kate
Byline: Kate Maddox
Computer giant IBM Corp., which has historically been a marketing leader in good times and bad, faced this year's challenges with an aggressive marketing strategy. For her work leading this effort, Maureen McGuire, VP-integrated marketing communications, is BtoB's Marketer of the Year.
To meet objectives including boosting awareness of the IBM e-business brand, breaking through the clutter of high-tech advertisers and making the company relevant in the marketplace, McGuire initiated a multiprong marketing effort this year that is showing strong results.
``We needed to make sure people understood that IBM is at the intersection of business and technology,'' she said. ``We got much more integrated in our positioning of IBM...
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