Apple & Google: A comparative analysis of marketing approaches and strategies

Beoordeling: 

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Beschrijving: 

This paper focuses on the marketing strategies of Google and Apple. By comparing literature on both Apple’s and Google’s marketing approaches and strategies, we try to discover what makes these companies different from each other and/or what makes them alike. Besides a great focus on their customers when developing their products, both their key value is product leadership. The paper looks at their most important product/service introductions. For Apple this is the introduction of iPod and iPhone. For Google this is the Google Search engine and Android. We examine how they marketed these new products and if these strategies are in line with their brand management and product focus without losing sight of their customers.

Onderwerp: 
Identifier: 
http://www.ceeol.com/aspx/getdocument.aspx?logid=5&id=60dbd89ebbda478da6d64e704d007bcf
Type: 
Tekst
Maker: 
Wouters, A.
Bron: 
Directory of Open Access Journals
Uitgever: 
University Service Ltd.
Format: 
pdf
Taal: 
en
Datum: 
2014-12-10
Rechten: 
This work is licensed under CC BY-SA