International Business Machines’ top U.S. marketing executive,...

International Business Machines’ top U.S. marketing executive, Senior Vice President George H. Conrades, on Monday was given the job of running the company’s worldwide marketing.

Conrades replaces Vice President John M. Thompson, who was named to head the company’s minicomputer business. Thompson replaces Robert J. LaBant, a vice president who takes Conrades’ old job at U.S. marketing.

Analysts described the moves as attempts to give the top executives broader experience and said they appeared to have no bearing on any overall company reorganization.

However, one industry executive, who spoke on condition of anonymity, said it appeared Conrades’ new job may have lessened his chances of succeeding John F. Akers as chairman. In his new post, Conrades reports to another senior vice president, C. Michael Armstrong, who also has been mentioned as Akers’ possible successor.

The fact that Conrades now reports to Armstrong seems to lessen his stature, the executive said.