How Apple Add's Value to Its Stakeholders

“Apple designs Macs, the best personal computers in the world, along with OS X, I Life, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.” (Apple, 2014)

“Apple designs Macs, the best personal computers in the world, along with OS X, I Life, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.” (Apple, 2014)

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Relationship Marketing Apple |

Ben Pothecary | 11/28/14

| Marketing |

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Relationship Marketing Apple |

Ben Pothecary | 11/28/14

| Marketing |

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Contents

Introduction 1

Trust and commitment theory 2

Customer Relationship Management 2

Social media 3

Stakeholders and Relationship marketing 3

What does relationship marketing mean for Apple? 3

How Apple add value to customers experience? 4

Customer experience 4

Emotional marketing 5

Sensory marketing 6

How Apple use relationship marketing with Suppliers 7

Conclusion 8

Potential recommendations for Apple to improve relationships even more… 8

Appendix 9

Introduction

Relationship marketing is a relatively new phenomenon within marketing, moving to the forefront of the marketing practice and academic research (Berry, 1995). It is defined by Peng and Wang (2006) as “all marketing activities directed towards building customer loyalty (keeping and winning customers) by providing value to all the parties involved in the relational exchanges”.

This report is going to focus on how Apple uses relationship marketing to add value for both the organisation and its stakeholders.

Forbes, (2014) suggests that Apple is the...