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BtoB

Gateway targets Big Business

Published on .

San Diego--Gateway, known for its computer sales to consumers, on Monday launched a print advertising campaign to build its brand image with computer buyers at large corporations. Developed by McCann-Erickson Worldwide, New York, the campaign marks the first time Gateway has focused advertising on businesses. All advertising will feature the tagline, ``Gateway@Work.'' The budget for the campaign was undisclosed, but Gateway will reportedly increase its business marketing budget to $50 million annually, about a 60% increase over 1999 spending. The move is significant because it steps up Gateway's competition with leading business computer vendors IBM Corp., Dell Computer Corp. and Compaq Computer Corp.
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