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C/M/2379. Dissertation. Comparison of Nokia's and Apple iPhone's Marketing Strategies

WORDS:
11400
DATE:
2011
PRICE:
119.99 GBP

The dissertation presents a comparative analysis of the marketing strategies used by Nokia and Apple iPhone. The history and background of both companies is described, literature is reviewed on the theory of marketing touching on the marketing of high-technology products, strategic marketing activities and tactical marketing activities. The methodology of the research is based on the analysis of secondary sources and a case study of the recent marketing performance of Nokia and Apple in the smart phone arena. The two companies are compared along the lines of their marketing segmentation, targeting, positioning, marketing mix features, etc. Conclusions are made about the strengths and weaknesses of each company in the mobile/smart phone market.

 

KEYWORDS: Dissertation, Nokia and Apple, iPhone, smart phone, marketing strategies,

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