Apple's Secret Of Success - Traditional Marketing Vs. Cult Marketing

Apple's Secret Of Success

ABSTRACT

TABLE OF CONTENTS

List of figures

Abbreviations

1 Introduction to the study

1.1 Aims and Objectives

1.2 Research question

1.3 Background

2 LITERATURE REVIEW

2.1 Apple Background Information

2.2 Traditional Marketing Strategy

2.3 What is a Brand?

2.4 What is Branding?

2.5 Cult Marketing

2.6 Customer loyalty

2.7 Evangelism

2.8 Maslow’s Hierarchy of Needs

3 METHODOLOGY

3.1 Research Methods

3.2 Primary and Secondary data

3.3 Quantitative & Qualitative data

3.4 Reliability

3.5 Validity

3.6 Generalizability

3.7 Ethical issue

4 RESEARCH FINDINGS

4.1 The Strategic Change in 1997, Apple’s Rescue

4.2 Traditional Marketing

4.3 Cult Marketing

5 CONCLUSION

5.1 Cult factor

5.2 Steve Jobs’ image in relation to the Apple brand

5.3 Forecast and risks

5.4 Limitation of study

6 BIBLIOGRAPHY

7 APPENDIX