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The essay explores the challenges of marketing mobile phones in a saturated market, highlighting the exceptional case of Apple's iPhone launch. It examines how the device's multifaceted capabilities—combining phone, iPod, email, and internet functions—set it apart. The analysis employs theoretical marketing frameworks like AIDA and Maslow's model to evaluate the campaign's effectiveness. Ultimately, it emphasizes Apple's deep understanding of customer behavior and its strategic use of social media to enhance brand promotion and consumer engagement.
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The iPhone and the social media campaign, Nick Birch
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- 2014
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