Compaq goes direct

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Compaq Computer Corp., Houston, Nov. 11 launches a greatly expanded effort in the PC direct market. It targets small and mid-sized business and positions Compaq Direct between Dell Computer Corp., which dominates direct sales to big business, and Gateway, powerful in the home market. It's a threat to No. 3 direct seller Micron Electronics, which has the same direct target as Compaq. Draft Worldwide, New York, handles direct marketing; DDB Needham Worldwide, New York, is Compaq's ad agency. The direct move is being managed by Compaq VP David Middleton, a veteran direct technology marketer.

Copyright November 1998, Crain Communications Inc.

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