BtoB

IBM unwraps latest b-to-b campaign

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Somers, N.Y.--IBM Corp. this week launched a $25 million b-to-b advertising campaign aimed at decision-makers at corporate e-commerce companies. The campaign, which features IBM customers Chemdex, Staples Inc. and Whirlpool Corp., includes TV commercials during the Summer Olympics and a print advertisement scheduled to break Wednesday in The New York Times and The Boston Globe. So far, IBM has been successful in positioning itself as a forward-moving Internet specialist. The latest campaign is designed to bring in customers who are responsible for making their companies ready for b-to-b transactions. IBM's WebSphere server software, its alliance with i2 Technologies Inc. and Ariba Inc. in the trading hub arena and 6,000-employee-strong IBM Global Services practice are featured products and services in the campaign. Gartner Group Inc. forecasts b-to-b trading at $7 trillion by 2004, a figure IBM is using in the campaign.
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