What To Learn From Apple's Coming Brawl With Amazon

August 1st, 2018

James McQuivey, PhD VP, Research Director

With contributors:

Keith Johnston , Olivia Morley , Rachel Birrell

Summary

Apple is the iconic brand of this century; soon, it will become the first trillion-dollar company. However, Apple is letting Amazon gradually take over its dominant role by focusing on its elegant, profitable products rather than building the entangled digital customer relationships that will define the future of marketing. CMOs: Learn from Apple's predicament because your brands also run the risk of becoming supporting players in Amazon's customer relationship. Read this report to learn how to compete with Amazon for your customer's attention.

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