Marketing public relations: where the twain shall meet

Tom Harris

Chapter Chapter 8 in Raising the Corporate Umbrella, 2001, pp 175-198 from Palgrave Macmillan

Abstract: Abstract The future of Apple Computer was very much in doubt in 1997 when Steve Jobs was persuaded to return to the company he co-founded. Apple market share, customer confidence, employee morale and consequently its share price had plummeted.The company’s chief financial officer said the company “was in a death spiral.” Jobs who had been forced out of the company a decade earlier was enjoying great financial rewards from his new company Pixar’s production of the computer-generated Disney hit film Toy Story. He was initially reluctant to return but when he took charge, he streamlined the company, its commercial product line and its retail channels and in the process tripled the value of the stock. Jobs rehired Chiat/Day, the ad agency that made Apple famous and the agency produced the “Think Different” campaign that identified the company with the great thinkers of the century. But what made Apple’s comeback complete was its triumphant return to the consumer market.

Keywords: Public Relation; Corporate Reputation; Product Brand; Corporate Brand; Brand Strategy (search for similar items in EconPapers)
Date: 2001
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DOI: 10.1057/9780230554580_8

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