BtoB changing to

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Sunnyvale, Calif. --, an online professional bookstore, announced that it is changing its name to With the name change, the company is attempting to extend its brand identity beyond the market of technical experts to include professionals in additional industries, such as engineering, business and mathematics. The name change will be supported by a brand-building campaign created by Goldberg Moser O'Neill Advertising, San Francisco. One of the spread ads in the campaign, which will run in PC Magazine, Wired and other tech business publications beginning in April, asks, ``You're 100% technology. Why go to a bookstore that's 99.3% everything else?''
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