C/M/329. Linking Communications with Buyer Behaviour: Case of Apple Computer’s iPod

Linking marketing Communications with consumer behaviour is a strict business imperative. Yet how organisations effectively communicate with their target markets depends largely upon the knowledge they have about the latter. In this regard, in a case-specific analysis, this paper demonstrates how Apple Computer Inc. from arming itself with knowledge of the consumers of portable digital music, markets the revolutionary music technology called the iPod. Then, the paper determines whether or not words-of-mouth communications is factor into the Company’s marketing communications suite for the iPod. To sustain and improve the iPod’s dominance, the current paper advances approaches, in light of consumer behaviour and marketing communications, which Apple Computer could take forward.