The Amazon Kindle-DX: Are College Students the Right Target?

Saroja Subrahmanyan; Yung-Jae Lee

The Amazon Kindle-DX: Are College Students the Right Target?

Saroja Subrahmanyan, Yung-Jae Lee

School of Economics and Business Administration

Saint Mary's College of California

Producción científica › revisión exhaustiva

Resumen

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.

Idioma original	American English
Publicación	Journal of Business Cases and Applications
Estado	Published - ene 1 2009

Disciplines

Business
Business Analytics
Economics
Marketing

Acceder al documento

http://www.aabri.com/JBCA-Articles/2009-Subrahmanyan-Lee-AmazonKindle.pdf

Otros archivos y enlaces

Citar esto

@article{3648b89901e54a79a492f725f03edb59,

title = "The Amazon Kindle-DX: Are College Students the Right Target?",

abstract = " This real-world case describes the launch and marketing of Amazon.com{\textquoteright}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.",

keywords = "Marketing Strategy, Product Adoption, Targeting, Consumer Behavior",

author = "Saroja Subrahmanyan and Yung-Jae Lee",

year = "2009",

month = jan,

day = "1",