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Compaq expands direct push

Published on .

Compaq Computer Corp. on Nov. 11 launches a greatly expanded play in the PC direct market targeting small and midsize business. This positions Compaq Direct between Dell Computer Corp., which dominates direct 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 marketer.

Copyright November 1998, Crain Communications Inc.

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