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Another Lesson Marketers Can Learn from Apple: Listening and Communicating with Customers; Customer Loyalty Works Both Ways

marketingtoday.blogspot.com·Marketing Today·about 1 month ago
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Yesterday, I received an email from a friend and fellow marketer indicating that I needed to do another post on Apple. He was right. When Steve Jobs made his latest announcement on Wednesday, September 5, that Apple lowering the price of the 8GB iPhone by $200 less than two months after its release and eliminating the 4GB model, it made a fair amount of iPhone owners feeling disappointment. As Apple's early adopters tend to be passionate, fiercely loyal, vocal brand advocates that most brands can only dream of (just do a search to get an idea how many blogs, websites, forums and publications are put out by Apple customers, it's impressive), Apple CEO Jobs knows this and respects his customers loyalty (and I am certain, wants to avoid losing it). On Thursday, in an ingenious move, just one day after the announcement to drop the 8GB price $200, Jobs issued an open letter to iPhone owners offering them a $100 credit at Apple stores for being early adopters.…

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