MKT601 Contemporary Marketing

Running header: Contemporary Marketing 1
Contemporary Marketing
Students Name
Institutional Affiliation

Running header: Contemporary Marketing 2
Table of Contents
Executive Summary.........................................................................................................................3
Introduction......................................................................................................................................4
Market segments Apple target and their corresponding positioning strategy.................................4
Digital marketing tools and techniques used by Apple and the aims of each tool/technique..........5
Strengths and three weaknesses of the digital marketing strategy adopted by Apple.....................6
Recommendation for improving Apple’s digital marketing strategy..............................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Running header: Contemporary Marketing 3
Executive Summary
Apple is a global tech company that deals with online services, consumer electronics, and
software. The company has remained successful for many decades majorly due to its marketing
strategies. In this essay, different aspects will be addressed. To begin with, different market
segments Apple targets and their corresponding positioning strategy. Secondly, the digital
marketing techniques and tools applied by Apple and the aims of each technique. Thirdly,
strengths and weaknesses of digital marketing strategy adopted by Apple. Lastly,
recommendations for improving Apple’s marketing strategy.