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Pitney Bowes intelligently plots strategy for MapInfo.(BtoB Special Report: Integrated Marketing Success)(Pitney Bowes MapInfo)
B to B, August, 2007
To communicate its positioning of "location intelligence,'' while at the same time developing a broader brand campaign, Pitney Bowes MapInfo initiated an integrated marketing program including a white paper, webinar, cover wrap, direct mail and online ads aimed at C-level executives.
MapInfo, a 20-year-old company acquired by Pitney Bowes in April, provides software, services and data to help business executives make location-based decisions, including site selection, network planning, asset management and risk management.
About two years ago, MapInfo began working on a new positioning platform for "location intelligence,'' conducting research among its target audience of C-level executives. It also began working on a broader brand plan that would...
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