Pc Slump? What Pc Slump?

Don't let Michael S. Dell hear you call his $546 million personal-computer company a mail-order business. Sure, Dell Computer Corp. got its start selling PCs through the mail. And many customers still respond to print ads, dial an 800 number to order the machines, then await delivery by return mail--just like customers of the Franklin Mint. But the company's 26-year-old chairman prefers to emphasize Dell's research, manufacturing, service, and marketing smarts. Those, he says, set Dell apart from other companies that skirt computer stores to sell PCs directly to the public. Mostly, he wants his company to be known as a force to be reckoned with in the PC industry.

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