The Sunnyvale, Calif.-based chipmaker is in the midst of a multi-pronged marketing strategy to convince consumers, as well as corporate buyers, that its Athlon XP and Duron chips provide better performance and cost less than rival Intel's Pentium 4 or Celeron processors. AMD is talking with computer labs and benchmark testers to come up with new performance metrics for comparing its chips. Kevin Knox, a Gartner analyst turned AMD executive, is also hosting roundtables with CIOs to discuss the benefits of AMD's chips in a business environment.

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