The Amazon Kindle-DX: Are College Students the Right Target?
SMC Affiliated Work
School of Economics and Business Administration
Journal of Business Cases and Applications
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.
Marketing Strategy, Product Adoption, Targeting, Consumer Behavior
Business | Business Analytics | Economics | Marketing
Subrahmanyan, S., Lee, Y. (2009). The Amazon Kindle-DX: Are College Students the Right Target. Journal of Business Cases and Applications
Subrahmanyan, Saroja and Lee, Yung-Jae. The Amazon Kindle-DX: Are College Students the Right Target? (2009). Journal of Business Cases and Applications. 99-107. [article]. https://digitalcommons.stmarys-ca.edu/school-economics-business-faculty-works/479