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IBM positions themselves as having better, but slightly more costly, products than their competitors. IBM doesn’t want to be seen as just another computer company, but as a company that can help you run your business, and make life all around easier for you.
2.) Prior to 1993 IBM’s advertising was handled by a large number of different agencies. Until the late 80’s this wasn’t a problem because IBM was such a dominant player in the market. However this eventually became a problem as IBM was beginning to loose its identity have portray itself in a wide variety of ways around the country...
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