BtoB

Marketing a victim of Gateway cuts

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San Diego--Computer direct marketer Gateway Inc. plans significant changes to its marketing strategies as part of its decision to lay off 25% of its global work force. Gateway, in the midst of a grassroots b-to-b campaign aimed at leveraging its store locations through participation in local trade shows, will pare fourth-quarter marketing expenditures because it does not expect holiday sales to be as robust as in years past. Gateway had been supporting local marketing efforts with national print, broadcast and outdoor advertising. Four U.S. customer-support, service and call centers will be shuttered as part of Gateway's restructuring, which is meant to reduce operating costs by $300 million a year.
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