Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 40 , 10 November 2023


Open Access | Article

The Successful Marketing Strategy of Apple

Hao Dong 1 , Jiale Zhang * 2 , Yinuo Han 3
1 RMIT University
2 Nanjing University of Finance and Economics
3 Columbia School

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 40, 104-109
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Hao Dong, Jiale Zhang, Yinuo Han. The Successful Marketing Strategy of Apple. AEMPS (2023) Vol. 40: 104-109. DOI: 10.54254/2754-1169/40/20232003.

Abstract

In The electronic product market, marketing strategy is a very important factor. Apple is successful in this area. Apple is the first brand to publish a flagship store to market, that provides outstanding service. But the place and service are not enough. In this paper, we will find out why Apple can be successful in the market. we will be using the 4Ps method to research Apple's marketing strategy. The way of Apple uses product ecosystem and word of mouth by customers. And on the other hand, Apple is working through pricing strategy and location of Apple stores.

Keywords

4P, consuming experience, brand image, marketing strategy, word of mouth

References

1. Lu, B. (2022, March). The Market Strategies of Apple in China. In 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022) (pp. 1129-1132). Atlantis Press

2. Johnson, K., Li, Y., Phan, H., Singer, J., & Trinh, H. (2012). The Innovative Success that is Apple, Inc.

3. Thomke, S., & Feinberg, B. (2009). Design thinking and innovation at apple. Harvard Business School Case, 609-066.

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5. Podolny, J. M., & Hansen, M. T. (2020). How Apple is organized for innovation. Harvard Business Review, 98(6), 86-95.

6. He, M. (2021, March). Analysis of iPhone’s Marketing Strategy. In 6th International Conference on Financial Innovation and Economic Development (ICFIED 2021) (pp. 669-672). Atlantis Press.

7. Lu, B. (2022, March). The Market Strategies of Apple in China. In 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022) (pp. 1129-1132). Atlantis Press.

8. Hiremath, N., & Gupta, N. (2022). Marketing Strategies used by Apple to Increase Customer Base. International Journal of Innovative Science and Research Technology, 7(7).

9. Rajavi, K., Kushwaha, T., & Steenkamp, J. B. E. (2019). In brands we trust. A multicategory, multicountry investigation of sensitivity of consumers’ trust in brands to marketing-mix activities. Journal of Consumer Research, 46(4), 651-670.

10. Laskova, V. P. (2021). Transformations of the Marketing mix in Conditions of the New Digital Reality. Известия на Съюза на учените-Варна. Серия Икономически науки, 10(3), 145-156.

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-101-8
ISBN (Online)
978-1-83558-102-5
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/40/20232003
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated