The Decline and Fall of the AT&T empire

By: — Marketing Myopia Revisited

James T. Berger
March 2005 Marketing

It’s hard to imagine a more perfect marketing machine than was AT&T before the 1984 divestiture. This company virtually owned local telephone service in the United States with approximately a 90 percent market share. Its Long Lines division dominated long distance service. Its manufacturing arm – Western Electric – was an industrial giant that produced […]

About the author

James T. Berger, Senior Marketing Writer of The Wiglaf Journal, through his Northbrook-based firm, James T. Berger/Market Strategies, offers a broad range of marketing communications, research and strategic planning consulting services. In addition, he provides expert services to intellectual property attorneys in the area of trademark infringement litigation. An adjunct professor of marketing at Roosevelt University, he previously has taught at Northwestern University, DePaul University, University of Illinois at Chicago and The Lake Forest Graduate School of Management. He holds degrees from the University of Michigan (BA), Northwestern University (MS) and the University of Chicago (MBA). Berger is an often-published free lance business writer who has developed more than 100 published articles in the last eight years. For more information, visit or telephone him at (847) 328-9633.

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