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
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We wanted to make a major event out of it and the advertising would be a key part of the plan . I had been flabbergasted at the amount of public attention Apple was able to generate even when it didn't have an event .
Event marketing goes well beyond the product . Apple had to sell personal computing more than the personal computer . Every new , highly innovative product creates a new problem for society which only it can solve : The airplane made ...
You have to make your event marketing a statement of where you are trying to take your company in terms of its position in the marketplace . What we tried to do was pull out in front of everyone in a very cluttered computer market to ...
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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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