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The Marketing of Apple Inc.
Apple, the famed computer maker in its renaissance, has one of the strongest marketing machineries in the world. There is an almost cult-like enthusiasm for the brand and its products among its extremely loyal customers. Apple's key to the success was not only to make great products but to market them well. The company's marketing strategy is analyzed through the traditional 4P marketing model to get a better understanding of this success story. Taking a closer look at the iPod, Apple's breakthrough portable music player, sheds light on how this revolutionary product contributed to the revival of the company after a near-bankrupt situation in the mid-nineties. Beyond the marketing of the innovative and easy-to-use products, repositioning the brand after the return of the charismatic founder also played a major role in restoring Apple's fame.
- EAN: 9783639130256
JeGergely Janko váš obľúbený autor?
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