TY  - JOUR
AB  - Focuses on Apple Computer's launch of iTunes and iPod as a way to give Wintel users a relationship with Apple. Deals with issues of brand equity, corporate and brand goal setting, target selection, and matching product and service characteristics with goals and targets. Also allows for a discussion of channel partners, their interests, and their impact on the likely success or failure of a strategy.
VL  - 
IS  - 
SN  - 2474-6568
DO  - 10.1108/case.kellogg.2016.000016
UR  - https://doi.org/10.1108/case.kellogg.2016.000016
AU  - Hennessy Julie
AU  - Najjar Andrei
PY  - 2017
Y1  - 2017/01/01
TI  - Apple Computer, Inc.: Think Different, Think Online Music
T2  - Kellogg School of Management Cases
PB  - Kellogg School of Management
SP  - 1
EP  - 24
Y2  - 2024/04/25
ER  -