Knowledge@SMU
Publication Type
Journal Article
Publication Date
5-2010
Abstract
Much has been said about Apple's 'magical' ability to command a following for almost anything that they sell (right down to the cables and power adapter). However, few people understand – much less appreciate – the science behind such 'magic'. Some might say that Apple produces some of the most original products. These people forget that Apple did not invent laptops, MP3 players, smart phones or tablet computers. Is it clever marketing then? Perhaps so, but "marketing", as understood in its traditional sense, would not offer the full picture. According to Rajendra K. Srivastava, Provost and Deputy President for Academic Affairs at SMU, companies like Apple enjoy success because they understand where and how to carve out that sweet spot between innovation, operations and marketing.
Disciplines
Business | Marketing
Copyright Owner and Holder
Copyright © Singapore Management University 2012
Licece/Creative Commons Licence
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Article ID
1282
Subject(s)
Marketing
Citation
Knowledge@SMU.
Driving business performance: Why marketers need a multi-disciplinary approach. (2010).
Available at: https://ink.library.smu.edu.sg/ksmu/300