Public Relations at Gateway

Paper Summary:

The paper discusses how Gateway's leadership revamped a declining organization in the computer industry. The paper proposes to illustrate how implementing a relationship marketing program within Gateway helps it to improve its market positioning and public relations campaign with customers, leading to an increase in its profits.

Outline:
Introduction
Hypothesis and Literature Review
Methodology
Possible Result and Method Analysis
Conclusion

From the Paper:

"Gateway Inc. has developed into a Fortune 500 company after undergoing strenuous and complex changes throughout its origin in 1985. Gateway was founded by Mr. Ted Waitt in a farmhouse in Iowa and has always been a customer-based company. Throughout the early and mid-2000s, the company experienced difficulty in finding a steady state operation that would maintain a balanced level of revenue for the organization. The company has recently agreed to be acquired by Acer for approximately $710 million after having achieved a status of being the third largest computer company in the United States."

Sample of Sources Used:

• "Relationship Marketing" accessed December 23, 2007 http://www.rmarketing.com/Default.aspx?p=default&sub=none
• 2008. "Relationship Marketing" accessed December 23, 2007 http://www.crm2day.com/relationship_marketing/
• 2008.. "Mid-Size Companies Achieve Higher ROI in Numerous Marketing Performance Metrics Using Customer Analytics" accessed December 23, 2007 http://www.crm2day.com/library/50496.php
• 2008. "CRM Without Compromise: A Strategy for profitable growth" accessed December 23, 2007 http://www.crm2day.com/library/50495.php
• 2008. "How Does The C2 eCitizen Solution Support And Increase Citizen Satisfaction?" http://www.crm2day.com/library/50488.php

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