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By Merlin Stone

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Advertising campaigns themselves will become more focused on the needs of special groups, as the media to address these groups become better defined. g. via instructions) to demonstrate: • Budgetary analysis features for accountants • Expense analyses for the office manager • Sales consolidation for sales and marketing managers • Inventory turn analysis for production and distribution management • Product profitability for senior management Such approaches would also create awareness within these groups of the benefits of these packages, thereby creating new market opportunities.

Diversion of energy into the massive required broadening of product range and marketing activities might easily produce 37 failure in the core business. For similar reasons, in most systems markets, joint ventures are increasingly favoured over acquisition and internal development as ways of bridging gaps in skills and resources. In the voice/data area, data processing and telecommunications suppliers are using joint ventures to overcome the limitations of their skills and resources. This leads us to the second major point.

32 OFFICE SYSTEMS SUPPLIER STRATEGIES Word processing has been central to most office systems acquisition. The main workstation products contributing to increased office productivity have therefore been text editors and electronic typewriters, which serve the needs of secretarial support. Such products are therefore the first requirement for success in office systems. Typically, both more and less advanced products (managerial workstations and personal computers) have found their major role as more or less glorified word processors.

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