APPLE’S NEW APPROACH TO MARKETING AND THE INFLUENCE OF CULTURE IN THE UNITED STATES
PublisherThe University of Arizona.
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AbstractThis research examines Apple’s dynamic approach to marketing strategies in the United States of America, a country that has transformed from an agrarian society to an economic and technological powerhouse within the past century. Apple, one of the most innovative technological companies in the 21st Century, exemplifies the “can-do” American culture. How American culture influenced Apple’s marketing strategies is the subject of this paper. In order to accomplish this, the nature of Apple’s domestic marketing vision must be examined and understood in light of the complexities of American culture in order to optimize an effective advertising campaign that will reach a complex and diverse audience. My study’s first step is to determine how a specific culture can influence marketing trends. The second step is to place these marketing trends into context through an analysis of the research. I will also discuss and evaluate implications of the research to understand the effects of a national culture on Apple’s marketing strategy.
Degree ProgramHonors College