Why Apple must tell its story

Steve Jobs as the company's biggest challenge

Business & Finance, Marketing & Sales
Cover of the book Why Apple must tell its story by Carolin Biebrach, GRIN Publishing
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Author: Carolin Biebrach ISBN: 9783640360406
Publisher: GRIN Publishing Publication: June 29, 2009
Imprint: GRIN Publishing Language: English
Author: Carolin Biebrach
ISBN: 9783640360406
Publisher: GRIN Publishing
Publication: June 29, 2009
Imprint: GRIN Publishing
Language: English

Essay from the year 2008 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Ohio University (E.W. Scripps School of Journalism), course: Media Works, language: English, abstract: The face of Apple is its C.E.O. Steve Jobs and rumors of his declining health threaten soaring stock prices and record-breaking revenues. This paper examines the problem of succession facing Apple. In order to maintain a viable and successful brand, Apple must look to differentiate Apple from Steve Jobs in the minds of consumers and shareholders. This paper also examines Apple's relationship with the media and the marketing strategies employed to publicize Apple's products. Apple should employ a public relations strategy which is more responsive to the press in all realms but most specifically in regard to their very public C.E.O.'s health.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Essay from the year 2008 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Ohio University (E.W. Scripps School of Journalism), course: Media Works, language: English, abstract: The face of Apple is its C.E.O. Steve Jobs and rumors of his declining health threaten soaring stock prices and record-breaking revenues. This paper examines the problem of succession facing Apple. In order to maintain a viable and successful brand, Apple must look to differentiate Apple from Steve Jobs in the minds of consumers and shareholders. This paper also examines Apple's relationship with the media and the marketing strategies employed to publicize Apple's products. Apple should employ a public relations strategy which is more responsive to the press in all realms but most specifically in regard to their very public C.E.O.'s health.

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