chapter  1
Setting Context
Pages 6

Founded in 1982, Adobe Systems Incorporated is an American computer software company headquartered in San Jose, California. The company has historically focused upon the creation of multi-media and creativity software products, with more-recent foray towards rich Internet application software development. Ann Lewnes is responsible for Adobe's corporate brand and integrated marketing efforts worldwide. As champion of Adobe's brand to employees and the community, she also oversees Adobe's internal communications and community relations efforts including the Adobe Foundation, which funds philanthropic initiatives around the world. Lewnes aspires for the organization to have world-class marketing and claims that Adobe spends a lot of time on the quality of its communication. Lewnes also has responsibility for the marketing research organization within Adobe, and she reports a breadth of different surveys undertaken by that group which feeds into the whole marketing planning process. This group also is responsible for company's marketing automation systems, digital asset management, and contact management systems.