Seminar paper from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: Distinction, Deakin University (Faculty of Business and Law), course: Marketing Management, language: English, abstract: What comes first to your mind when you hear the names Sony and Nintendo? Maybe youassociate them as the two huge players on the video console market which dominate thissegment. So what happens if the giant of the software industry, Microsoft, steps into a so farprotected territory and introduces a perfect planned marketing campaign that brings the greenXbox-logo in everybodys mind? Considering that Microsoft is a very aggressive and wellfinancially equipped company, therefore one of the most successful in the world, you canexpect a major showdown. But what will happen to the customer who should be the drivingforce of the ma rketing effort of those players?