Goniąc Apple : etapy kreowania wizerunku Microsoftu jako nowoczesnej i postępowej firmy
Authors:
- Adam Andrysek
Abstract
Microsoft is one of the most recognizable brands in the world. For many years its products, despite their popularity, have been the focus of criticism from PC users because of some archaic functionalities of the programs or a general mismatch between its offer and the needs dictated by the rapid development of digital culture. However, some time ago the image of the company has been substantially modified. The current forms of promotion of Microsoft’s products (different from previous forms) are intended to create the image of Microsoft as a progressive and modern company. The article is focused on the analysis of strategies used to achieve the desired image of the company and the assessment of their effectiveness.
- Record ID
- USL486c8d0b9d804b23985d2a28ef71b3e2
- Author
- Other language title versions
- Keeping up with Apple. The stages in the creation of Microsoft’s image as a modern and progressive company
- Pages
- 75-84
- Publication size in sheets
- 0.50
- Book
- Kalisz Aleksandra Katarzyna, Aleksandra Katarzyna Kalisz Tyc Ewelina Ewelina Tyc (eds.): Dyskurs autopromocyjny dawniej i dziś. T. 2, Prace Naukowe Uniwersytetu Śląskiego w Katowicach, no. 3448, 2016, Katowice, Wydawnictwo Uniwersytetu Śląskiego, 167 p., ISBN 978-83-8012-767-8
- Keywords in Polish
- Microsoft jako marka, wizerunek firmy, kreowanie wizerunku firmy, analiza działań promocyjnych
- Handle.net URL
- hdl.handle.net/20.500.12128/5666 Opening in a new tab
- URL
- http://hdl.handle.net/20.500.12128/5666 Opening in a new tab
- Language
- pol (pl) Polish
- License
- File
-
- File: 1
- Goniąc Apple : etapy kreowania wizerunku Microsoftu jako nowoczesnej i postępowej firmy, File Andrysek_goniac_apple_etapy_kreowania_wizerunku.pdf / 306 KB
- Andrysek_goniac_apple_etapy_kreowania_wizerunku.pdf
- publication date: 06-02-2024
- Goniąc Apple : etapy kreowania wizerunku Microsoftu jako nowoczesnej i postępowej firmy, File Andrysek_goniac_apple_etapy_kreowania_wizerunku.pdf / 306 KB
-
- Score (nominal)
- 0
- Score
- = 0.0, 27-09-2023, MonographChapterAuthor
- Uniform Resource Identifier
- https://opus.us.edu.pl/info/article/USL486c8d0b9d804b23985d2a28ef71b3e2/
- URN
urn:uni-kat-prod:USL486c8d0b9d804b23985d2a28ef71b3e2
* presented citation count is obtained through Internet information analysis, and it is close to the number calculated by the Publish or PerishOpening in a new tab system.