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17216. Marketing the Apple Ipod. aThis paper provides an overview and analysis of the marketing of the Apple iPod. The stepping off point for the paper is the iPod’s advertising campaign (launched in the U.S. in October of 2003, expanded globally by December 2003 and in use through early 2004). The analysis attempts to explain Apple’s marketing intent with the iPod and looks at the way that intent is delivered to the customer. The paper also considers the effectiveness of the marketing strategy and tactics used to achieve that intent and the impact on Apple’s operation as it strives to deliver the product to the customer. The analysis is based on a review of the marketing literature (print and online) on the iPod as well as an analysis of the advertising campaign and the Apple iPod website. Keywords: Apple Computer iPod music download iTunes advertising marketing strategy target. 11 pages; 51 footnotes; 17 bibliographic sources.   $77


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