Abstract
This real-world case describes the launch and marketing of Amazon.com’s e-reader, Kindle-DX. It can be used in a graduate or undergraduate marketing class with a focus on consumer behavior or marketing strategy.
| Original language | American English |
|---|---|
| Journal | Journal of Business Cases and Applications |
| State | Published - Jan 1 2009 |
Keywords
- Marketing Strategy
- Product Adoption
- Targeting
- Consumer Behavior
Disciplines
- Business
- Business Analytics
- Economics
- Marketing