Gartner Research

1999 Innovations in Service Marketing

Published: 17 July 2000

ID: G0089261

Analyst(s): Jennifer S. Beck

Summary

In this report, Dataquest outlines what successful service marketing organizations must know to give IT service businesses a competitive edge. The report provides real campaigns, documented by the companies that launched them, exposing their strategic intent, their positioning and their tactical execution. The three winners of the Innovations in Services marketing contest featured in this year's report are Andersen Consulting for its branding internal rollout, NCR for its pioneering efforts in Internet banking, and Retro Box for its creative approach to launching a new business in computer redeployment, retirement and remarketing.

Table Of Contents
  • Executive Summary
    • Study Objectives
    • Methodology
    • "Innovations in Services Marketing" Contest Awards
    • The Participants
  • The Campaigns
    • Campaign: 1999 EVR Event Marketing Campaign
    • Dataquest Commentary: 1999 EVR Event Marketing Campaign
    • Campaign: AM Breakfast Basket
    • Dataquest Commentary: AM Breakfast Basket
    • Campaign: AT&T Solutions Web Site (www.attsolutions.com)
    • Dataquest Commentary: AT&T Solutions Web Site (www.attsolutions.com)
    • Campaign: Book of the Quarter Program
    • Dataquest Commentary: Book of the Quarter Program
    • Campaign: Bull Services Global Offer
    • Dataquest Commentary: Bull Services Global Offer
    • Campaign: CarePaq ReLaunch
    • Dataquest Commentary: CarePaq ReLaunch
    • Campaign: CertiParts
    • Dataquest Commentary: CertiParts
    • Campaign: CHIMES CVM
    • Dataquest Commentary: CHIMES CVM
    • Campaign: CRM
    • Dataquest Commentary: CRM
    • Campaign: eLoyalty Launch
    • Dataquest Commentary: eLoyalty Launch
    • Campaign: FastTrack ROI Performance Guarantee
    • Dataquest Commentary: Track ROI Performance Guarantee
    • Campaign: Future of Retail Financial Services Study
    • Dataquest Commentary: Future of Retail Financial Services Study
    • Campaign: Global Brand Program (Winner: 1999 Most Innovative)
    • Dataquest Commentary: Global Brand Program
    • Campaign: Interactive Mentor
    • Dataquest Commentary: Interactive Mentor
    • Campaign: Internet Banking Solutions (Winner: 1999 Best Business Value)
    • Dataquest Commentary: Internet Banking Solutions
    • Campaign: It's Only Logical
    • Dataquest Commentary: It's Only Logical
    • Campaign: Live Security Service
    • Dataquest Commentary: Live Security Service
    • Campaign: Market Education Campaign (Winner: 1999 Best Business Value)
    • Dataquest Commentary: Market Education Campaign
    • Campaign: Service Partnering Program
    • Dataquest Commentary: Service Partnering Program
  • Findings and Recommendations

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