Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

The Switch From IBM to Intel Processors Why do so many computer ads have the Intel logo? No doubt because it is the best processor and this information helps move hardware off shelves. According to projections, Apple will start introducing Intel-powered machines in June 2006 and in 2008 will complete the changeover. Now that Apple has fired IBM and hired Intel to run its machinery, do we have a bonanza or a catastrophe? This could be a marketing catastrophe. When I got out of the Army in 1960, my first two jobs entailed doing publicity for book publishers. Lesson No. 1 is still etched

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