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

• Autorzy: Ashley Wouters
• Języki publikacji: EN

Abstrakty

EN

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.

Słowa kluczowe

EN

marketing strategy; brand management; branding; product leadership; Tracey & Wiersema; marketing mix; Android; Apple

• Wydawca: University Service Publishing, Prague, Czech Republic
• Czasopismo: Czech Journal of Social Sciences, Business and Economics
• Rocznik: 2014
• Tom: 3
• Numer: 4
• Strony: 31-43

Twórcy

autor

Ashley Wouters

• University of Antwerp, Faculty of Applied Economic Sciences,