Apple reaps the fruits of success : brands @ work

Apple's branding success is built on the sale of exceptional products and services that are invariably worth the hype surrounding them. Its reputation for quality was sufficient to convince AT&T to sign an exclusive deal for the iPhone before it was even released.

• 저널Journal of Marketing · 2012(—) · 6–
• 토픽Big Data and Business Intelligence · Management Information Systems
• 저자Herby Opland