Aim of this research is to analyze if the success of the apple iPhone should be credited wholly or partially to its marketing strategy adopted by the heads at apple. The research will go further in depth into analyzing why and how the strategy worked for the company as the iPhone is one of the only products that managed to create a massive hype before its launch that made people wait impatiently for its launch in most of the countries.

Adhiya, Archisha (2010) Aim of this research is to analyze if the success of the apple iPhone should be credited wholly or partially to its marketing strategy adopted by the heads at apple. The research will go further in depth into analyzing why and how the strategy worked for the company as the iPhone is one of the only products that managed to create a massive hype before its launch that made people wait impatiently for its launch in most of the countries. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

This research study was conducted in order to explore the Iphone market. The main aim of this study was to find out whether or not the heads at the Apple Company were wholly responsible for the hype created for the phone. Conducting this research interests me because from my understanding Apple Iphone is the only product that could create such a massive hype, a hype that persists even today.

My study is ‘for’ the topic and it further goes into talking about what marketing strategies were adopted and how they worked benefiting Apple. The overall aim of this research study is to understand the main objectives of this project. The marketing strategies adopted were branding, segmentation, innovative strategy and relationship marketing. The further details as to how these worked for hyping I phone have been discussed in the essay.

To achieve my objectives primary data was collected through interviews, observing websites, and Apple store visits where as secondary data was collected. Through articles, journals, books and websites and finally recommendations from my point of view were made.

Hopefully my essay would give you a clear idea about my research study.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 06 Jul 2010 09:06
Last Modified: 23 Oct 2016 07:08
URI: http://eprints.nottingham.ac.uk/id/eprint/23575

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