Coverart for item
The Resource Apple's Secret Of Success - Traditional Marketing Vs. Cult Marketing : Traditional Marketing vs. Cult Marketing

Apple's Secret Of Success - Traditional Marketing Vs. Cult Marketing : Traditional Marketing vs. Cult Marketing

Label
Apple's Secret Of Success - Traditional Marketing Vs. Cult Marketing : Traditional Marketing vs. Cult Marketing
Title
Apple's Secret Of Success - Traditional Marketing Vs. Cult Marketing
Title remainder
Traditional Marketing vs. Cult Marketing
Creator
Contributor
Subject
Genre
Language
eng
Summary
  • HauptbeschreibungThere is possibly no other company which is so casual and at the same time so powerful as the computer and entertainment manufacturer Apple. The company controls the online-music market, the market for portable music players and is now capturing the high-tech mobile phone market. Apple moves into new electronic markets with strong competitors, in order to monopolise them just a short time later.The CEO, Steve Jobs, has brought a brand into being that is different and at the same time mainstream. A strong magnetic brand which yields more influence in people's life than one would care to admit. This is absolutely the reason why every company in the world wishes for a strong magnetic brand which can be defined as a "CULT BRAND". They get repeatedly chosen over the competition. They bring higher prices than the competition. And if they are a strong enough brand their customers not only use their products, but evangelize them to the world. This project aims to analyze Apple's marketing activities in order to figure out, what makes this company so successful. It adds to the traditional marketing theory, the new theory of "cult marketing" because traditional marketing delivers no approach to explain the behavior of cult brands.The phenomena of a Cult Brand are comparable to the patterns of a religion and Apple as well has strong believers. When it comes to their favorite brand, they enjoy telling who ever will listen how great it is and why they love it so much. People are camping in front of Apple's stores just to get their latest innovative product. And if their Messiah, Steve Jobs, enters the stage to introduce a new product to thousands of viewers, he brings the house down. This book discusses Apple's unique Marketing Strategy and delivers a guidline on the Example of Apple of the needed conditions to convert an ordinary brand into
  • a "CULT BRAND". Biographische InformationenSascha Schneiders, wurde 1987 in Aachen geboren. Nachdem er seine Hochschulreife im Jahre 2007 absolvierte, begann er eine schulische Ausbildung zum European Business Assistent. Um seine Qualifikation weiter ausbauen zu können, verließ er Aachen für ein Auslandsjahr auf der britischen Insel in Leeds. Dort schloss er 2010 die Leeds Met University mit einem BA in Business and Administration ab. Bereits während seines Studiums sammelte er umfassende praktische Erfahrung in der Hotelbranche. Nach seinem Studium ergänzte er sein theoretisches Wissen durch ein Praktikum im Bereich E-Commerce. Durch sein tägliches Verfolgen der Wirtschaftsnachrichten, wurde er immer wieder mit Rekordumsätzen und Rekordgewinnen eines bestimmten Hi-Tech Unternehmen konfrontiert. Nach kurzer Recherche, stieß er auf eine Erfolgsgeschichte eines Unternehmens und seinem Geschäftsführer, die außergewöhnlicher kaum sein konnte. Fasziniert von der Apple Story, versuchte er das Geheimnis von Apple und Steve Jobs zu erforschen
Cataloging source
MiAaPQ
LC call number
HF5415.1255 -- .S36 2011eb
Literary form
non fiction
Nature of contents
dictionaries
Label
Apple's Secret Of Success - Traditional Marketing Vs. Cult Marketing : Traditional Marketing vs. Cult Marketing
Link
http://ebookcentral.proquest.com/lib/multco/detail.action?docID=688849
Instantiates
Publication
Copyright
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Apple's Secret Of Success -- ABSTRACT -- TABLE OF CONTENTS -- List of figures -- Abbreviations -- 1 Introduction to the study -- 1.1 Aims and Objectives -- 1.2 Research question -- 1.3 Background -- 2 LITERATURE REVIEW -- 2.1 Apple Background Information -- 2.2 Traditional Marketing Strategy -- 2.3 What is a Brand? -- 2.4 What is Branding? -- 2.5 Cult Marketing -- 2.6 Customer loyalty -- 2.7 Evangelism -- 2.8 Maslow's Hierarchy of Needs -- 3 METHODOLOGY -- 3.1 Research Methods -- 3.2 Primary and Secondary data -- 3.3 Quantitative & Qualitative data -- 3.4 Reliability -- 3.5 Validity -- 3.6 Generalizability -- 3.7 Ethical issue -- 4 RESEARCH FINDINGS -- 4.1 The Strategic Change in 1997, Apple's Rescue -- 4.2 Traditional Marketing -- 4.3 Cult Marketing -- 5 CONCLUSION -- 5.1 Cult factor -- 5.2 Steve Jobs' image in relation to the Apple brand -- 5.3 Forecast and risks -- 5.4 Limitation of study -- 6 BIBLIOGRAPHY -- 7 APPENDIX
Control code
EBC688849
Dimensions
unknown
Edition
1st ed.
Extent
1 online resource (91 pages)
Form of item
online
Isbn
9783842802216
Media category
computer
Media MARC source
rdamedia
Media type code
c
Note
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Sound
unknown sound
Specific material designation
remote
System control number
  • (MiAaPQ)EBC688849
  • (Au-PeEL)EBL688849
  • (CaPaEBR)ebr10489141
  • (OCoLC)759158124
Label
Apple's Secret Of Success - Traditional Marketing Vs. Cult Marketing : Traditional Marketing vs. Cult Marketing
Link
http://ebookcentral.proquest.com/lib/multco/detail.action?docID=688849
Publication
Copyright
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Apple's Secret Of Success -- ABSTRACT -- TABLE OF CONTENTS -- List of figures -- Abbreviations -- 1 Introduction to the study -- 1.1 Aims and Objectives -- 1.2 Research question -- 1.3 Background -- 2 LITERATURE REVIEW -- 2.1 Apple Background Information -- 2.2 Traditional Marketing Strategy -- 2.3 What is a Brand? -- 2.4 What is Branding? -- 2.5 Cult Marketing -- 2.6 Customer loyalty -- 2.7 Evangelism -- 2.8 Maslow's Hierarchy of Needs -- 3 METHODOLOGY -- 3.1 Research Methods -- 3.2 Primary and Secondary data -- 3.3 Quantitative & Qualitative data -- 3.4 Reliability -- 3.5 Validity -- 3.6 Generalizability -- 3.7 Ethical issue -- 4 RESEARCH FINDINGS -- 4.1 The Strategic Change in 1997, Apple's Rescue -- 4.2 Traditional Marketing -- 4.3 Cult Marketing -- 5 CONCLUSION -- 5.1 Cult factor -- 5.2 Steve Jobs' image in relation to the Apple brand -- 5.3 Forecast and risks -- 5.4 Limitation of study -- 6 BIBLIOGRAPHY -- 7 APPENDIX
Control code
EBC688849
Dimensions
unknown
Edition
1st ed.
Extent
1 online resource (91 pages)
Form of item
online
Isbn
9783842802216
Media category
computer
Media MARC source
rdamedia
Media type code
c
Note
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Sound
unknown sound
Specific material designation
remote
System control number
  • (MiAaPQ)EBC688849
  • (Au-PeEL)EBL688849
  • (CaPaEBR)ebr10489141
  • (OCoLC)759158124

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