Marketing Trends, Strategies, and Responses at Apple Inc

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Marketing Trends, Strategies and Responses at Apple, Inc. Introduction Given its sustained growth during periods when its competitors have fallen by the wayside or struggled to survive, Apple, Inc. has become the focus of a growing amount of interest from the business community and academic researchers alike. The company's product line includes some of the current best sellers, especially Apple's iPods and iPhones which are changing the way many consumers interface with the Internet and each others. To gain some fresh insights into Apple's success, this paper provides a review of the relevant literature concerning recent and current trends in Apple's marketing environment and their effect on its marketing strategy, followed by an analysis of the market strategies that are available to the company in the future. A discussion concerning Apple's marketing goals is followed by an analysis of the company's marketing programs. Finally, based on the foregoing discussions and analyses, the paper provides a series of salient recommendations and detailed descriptions concerning their implementation. A summary of the research and important findings concerning Apple's marketing strategies and programs are provided in the conclusion. Review and Analysis Trends in the Company's Marketing Environment Today, Apple Inc. (hereinafter alternatively "Apple" or "the company"), competes in the information technology industry through online and brick-and-mortar retail outlets across the

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