Driving business performance: Why marketers need a multi-disciplinary approach
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 produ...
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sg-smu-ink.ksmu-12992018-07-06T05:53:55Z Driving business performance: Why marketers need a multi-disciplinary approach Knowledge@SMU 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. 2010-05-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/ksmu/300 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1299&context=ksmu http://creativecommons.org/licenses/by-nc-nd/4.0/ Knowledge@SMU eng Institutional Knowledge at Singapore Management University Business Marketing |
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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. |
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title |
Driving business performance: Why marketers need a multi-disciplinary approach |
title_short |
Driving business performance: Why marketers need a multi-disciplinary approach |
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Driving business performance: Why marketers need a multi-disciplinary approach |
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Driving business performance: Why marketers need a multi-disciplinary approach |
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Driving business performance: Why marketers need a multi-disciplinary approach |
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driving business performance: why marketers need a multi-disciplinary approach |
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Institutional Knowledge at Singapore Management University |
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2010 |
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https://ink.library.smu.edu.sg/ksmu/300 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1299&context=ksmu |
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