|
|
 |
|
Viewing report
|
|
|
The Marketing of Apple Inc.. Edition No. 1
VDM Publishing House, March 2009, Pages: 76
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.
|
|
|
|
