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National Repository of Grey Literature

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The Marketing Strategies of Apple Inc and Their Change After 2011 Rybář, Martin ; Halada, Jan (advisor) ; Shavit, Anna (referee) Thesis on "The Marketing Strategies of Apple Inc. and Their Change After 2011" deals with the transformation of Apple's marketing strategies after the death of Steve Jobs, who was regarded by many as a key figure in the whole company. The author aims to present the company, products and marketing strategies used by Steve Jobs and then analyze the changes that have been made by new CEO Tim Cook since 2011. The theoretical part is devoted to definitions, which the author will be using in the practical part. A major part of this thesis is quantitative research that analyzes consumer perception of Apple Inc. in the Czech Republic completed with recommendations for the future success. Detailed record

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