For Application Development & Delivery Professionals

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	September 7, 2006 How Sybase Has Thrived In The Shadow Of Giants Technology Marketing Lessons Learned by Merv Adrian with Eric G. Brown, Rob Karel, Emily Van Metre

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Executive Summary

Sybase has demonstrated remarkable staying power in the face of daunting obstacles. Once dismissed as being on an inevitable downward course, the data management and mobility software vendor has survived and restarted its growth in tough times with some core marketing practices: support for its customer base, reference building, attention to the channel, and focused product strategy. Marketing executives can find some useful ideas here about moving into adjacent markets.

This is an excerpt

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