Gergely Janko - Janko, G: The Marketing of Apple Inc.

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Produktbeschreibung

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.