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商品編號： 9-502-063 出版日期： 2002/03/07 作者姓名： Wathieu, Luc;Morris, Kevin 商品類別： Marketing 商品規格： 17p 再版日期： 2010/05/20 地域： California 產業： Electronics manufacturing;Retail trade 個案年度： 2002 - 2002
商品敘述：
This case reveals the genesis of the Apple Stores, a revolutionary retail concept launched by Ron Johnson, Apple Computer''s senior vice president of retail. In January 2002, Apple Computer was at the eve of one of the most stunning commercial successes ever known in consumer markets. The case details how the retail strategy emerged as a keystone of Apple''s overall strategy to support the digital lifestyle of its customers. By analyzing the stores'' most innovative elements and discussing the implied management challenges, students reach a deeper understanding of the multi-faceted role of distribution channels in contemporary marketing. The case is an ideal vehicle to understand how the different stages of the marketing process (analysis, strategy, implementation) can be tightly integrated for maximum impact. It also raises interesting issues in consumer behavior: the processes of consumer engagement, empowerment, and conversion to purchase.
涵蓋領域：
Consumer behavior;Competitive advantage;Marketing channels;Innovation;Inventions
相關資料：
, (9-506-069), 9p, by Luc Wathieu
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