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The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market by Sandy Carter

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The Story of the IBM WebSphere Brand from a Marketing Viewpoint

The IBM WebSphere brand story is a strong story showing how to leverage the Marketing 2.0 techniques in the marketplace coupled with the traditional methods. This case study brings to life the key concepts in the book.

1998–1999

When it was first conceived, IBM WebSphere was a bit of a different animal for IBM. The team saw a significant market opportunity for a segment of the software market; however, IBM had not perfected the technology necessary to seize this opportunity. So the company had to make a decision: Should IBM enter the market with a new, unproven technology, or should the company wait for this technology to “harden?” We leveraged the questions we discussed ...

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