A History of Apple Marketing and Management I listened to the audio version of this book. I was disappointed by it. It is actually a decent overview of the history of Apple's management and marketing, but that's not what it claims to be. The book makes the claim to contain "12 management lessons" taken from Apple. These lessons are completely lost in the history. I expected analysis of what Apple did right and wrong and some application of that to a more general market. What I got was a history book with very little actual analysis in it. The lessons might be there, but you really have to dig them out yourself. Not a bad read but not a management book. If you're looking for management advice, look elsewhere.
Very well written - management lessons without MBA type vocabulary The book seems to have been written after thorough research into Apple's history and its business style. The analysis is accurate and is well supported by events and anecdotes in Apple's history.
I liked the book for its simplicity and storytelling style. You dont need to have an MBA to understand it - simple lessons explained well with supporting evidence.Briskly written, informative and entertaining Apple's estimated share of the worldwide personal computer market is only 2%. Why is a company with such a tiny slice of a multibillion-dollar pie so prominent, influential and highly respected? Jeffrey L. Cruikshank's briskly written, informative and entertaining book examines the philosophy and management principles of one of the world's most innovative companies. In an industry known for cutthroat competition, Apple really has none - at least for now. The company, under visionary CEO Steve Jobs, has carved out a unique niche. The mercurial Jobs deserves the lion's share of the credit for bringing equilibrium, profitability and promise to the company since his triumphant return to Apple in 1997. Although Apple is probably inimitable, we recommend this book to managers who wish to learn how it navigated the heavy seas of business. Incredible Book! I was writing a public relations case study on Apple Computer (now just Apple, Inc.) for a senior-level mass communication class and this book was absolutely WONDERFUL to have because it really showed what Apple is known for and does well. It's also a great read for anyone else, from the person who doesn't know anything about the company to someone that has a business of their own. The lessons in this book are applicable to any business, and they are good lessons to learn. Apple is really a company that has always (to paraphrase their circa-1997 slogan) "thought different" and their products are prime examples. (As a side note: I got a perfect 200 points out of 200 points for my case study and presentation -- and this book certainly helped!)What are the other readers writing? This book illustrates for me why I think copyright is bad; you buy a pig in a poke.
There were no 12 lessons, just a lot of stories about apple and it's history. As I Swede, I have heard that writers in the US get paid by how many words/pages they write, and I must say that from reading this book I am deeply unsatisfied.
The twelve lessons became hundreds, since every chapter ended with a lot of good tips and ideas. Un-structured and gave me very little as a reader.
I am really sorry, but I just cant give anything above one star, as I love reading management literature. Sorry, but this book will only give you few lessons with allot of reading. Don't buy it - it's a waste of money and time.
