Customer Relationships at Apple Inc.

Paper Summary:

The paper relates that the Apple Company has implemented some features of customer relationship management (CRM), but they still encounter difficulties in properly and adequately communicating with customers. The paper looks at how the implementation of interactive marketing procedures has supported the Dell, Hewlett-Packard and Sony companies in further developing and improving their customer relationships. The paper examines the features and problems of CRM at Apple Inc. and provides recommendations for practice for the next six months, one year and three years.

Outline:
Executive Summary
Interactive Marketing
CRM at Apple Inc.
Recommendations for Practice

From the Paper:

"The Interactive Marketing represents a wide set of strategies to be implemented in order to increase the amount of information about a company's customers, in order to use this information to the benefit of the company (better satisfy the needs of customers and implicitly increase the company's profits). A most common practical application of Interactive Marketing is revealed by the Customer Relationship Management, yet another tool used to gather information and offer information to and from clients."

Sample of Sources Used:

• Hafner, K., August 23, 2007, AT&T Overstuffed iPhone Bills Annoy Customers The New York Times
• Lyons, C., 1993, Disk-based, interactive marketing yields greater response rates, Business Perspectives, Volume 6
• Payne, A., 2006, Handbook of CRM: Achieving Excellence Through Customer Management, Elsevier Science and Technology Books, ISBN: 9780750664370
• CRM = Customer's don't Really Matter, IntelliNova, http://intellinova.com/crm/crm-customers-dont-really-matter/ last accessed on February 21, 2008
• April 30, 2007, Live from the Interactive Promotion Summit: SONY Pictures Da Vinci Code Quest takes Best Interactive Marketing Campaign Award, Donna's Promo Talk, http://www.donnaspromotalk.com/donnas_promo_talk/2007/04/promos_2007_int.html last accessed on February 21, 2008

More papers on Customer Relationships at Apple Inc.:

• Marketing Plan # 146981 : "Marketing Communications Plan of Apple Inc."
• Marketing Plan # 133668 : "Apple Inc.'s iPhone Marketing Plan"
• Term Paper # 107862 : "Apple, Inc."

APA Citation:

MLA Citation: