Odyssey: Pepsi to Apple, a Journey of Adventure, Ideas, and the Future
In discussing his transition from Pepsi's president and CEO to marketing visionary of Apple Computers, the author shares his insights into marketing and management strategies and forecasts future business trends
1.3. rezultāts no 78.
All advertising , of course , suffers from lack of believability . But this is particularly true of highly competitive advertising . Indeed , Brillo soap pads were then running a comparative advertising campaign against SOS .
It included 10 million copy inserts in business and computer magazines and twice - nightly advertisements during the Olympics . ... We signaled our intention to introduce the largest advertising campaign in the company's history .
Advertising always assumed great importance at Apple . From the beginning , advertising and design were integral parts of the Apple II concept . They broadened the market for computers by demystifying the computer for consumers .
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Odyssey: Pepsi to Apple--a journey of adventure, ideas, and the futureLietotāja recenzija - Not Available - Book Verdict
The chairman and CEO of Apple Computer, with the aid of a Business Week editor, vividly describes how, after working as an executive for Pepsi-Cola, developing winning strategies in the Cola Wars, and ... Lasīt pilnu pārskatu
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