The marketing of computers and office machinery

Abstract

Concentrates, to a large degree, on a description of the problems encountered in the use of advertising and personal selling to achieve solutions for marketing problems, with regard to computers and office machinery. Focuses mainly on the sophisticated equipment manufactured by the industry comprising, as it does, approximately three‐quarters of total output. Posits these consist largely of accounting and punched‐card machines, together with electronic computers – the remaining section of the industry is concerned with a wide variety of products including typewriters, duplicators, dictating, photocopying and other comparable machines. Sums up that the importance of long‐term market orientation is shared equally by firms who sell sophisticated office equipment and those who do not.

Citation

McTavish, R. (1967), "The marketing of computers and office machinery", European Journal of Marketing, Vol. 1 No. 2, pp. 42-53. https://doi.org/10.1108/EUM0000000005227