Newspaper article THE JOURNAL RECORD

Digital to Overhaul Marketing Operations

Newspaper article THE JOURNAL RECORD

Digital to Overhaul Marketing Operations

Article excerpt

MAYNARD, Mass. (AP) _ Digital Equipment Corp. is reorganizing again, a year after overhauling its corporate structure and a week after reporting large losses and revenue declines in the latest quarter.

Digital officials said Tuesday the computer company would reorganize its marketing operations around its products, such as personal computers, rather than around the industries it sells to, such as finance, communications and health care.

Under the system started in December 1992 by Chief Executive Officer Robert Palmer, Digital sales were divided into five "customer business units," each targeting a market and each responsible for showing a profit.

The business units sold a wide variety of services to their clients, which made it difficult to measure sales by product, said Digital spokesman Joe Codispoti. "It became piecemeal," said Codispoti.

The new system will not affect how products are sold but how Digital internally measures and analyzes sales, he said. …

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