It often ran 30 or 40 mar‑ keting programmes at any one time. One Dell execu‑ tive said that: ‘We are trying to use the products to carry the brand attributes. In the SME market, value for money is...

It often ran 30 or 40 mar‑ keting programmes at any one time. One Dell execu‑ tive said that: ‘We are trying to use the products to carry the brand attributes. In the SME market, value for money is the key.’ Dell segments its customers into five sectors in the UK, according to size of company from corporate sales to the Times top 100 down to its consumer-╉ only busi‑ ness. It tailors its marketing activities accordingly.