Driving business performance: Why marketers need a multi-disciplinary approach

• Main Author: Knowledge@SMU
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2010
• Subjects: Business; Marketing
• Online Access: https://ink.library.smu.edu.sg/ksmu/300; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1299&context=ksmu
• Institution: Singapore Management University

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.