Marketing Makeover, Budget Bump Due for Dell Computer -- GMO Gets Extra $10 Million for Ads As Competitors Chip Away at Dell's Niche By Daniel S. Levin

SAN FRANCISCO - Goldberg Moser O'Neill here may get as much a

Austin, Texas-based Dell, which is expected to post a $75-85-million loss in the second quarter just ended, will try to segment its market for the first time as it attempts to redefine its niche. Competitors have taken up the mantle in the price wars Dell helped create with its aggressive and heavily advertised discount strategy, leaving the computer company without a distinguishing selling point.