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Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, Second Edition by Jeffrey Babin, Shellye Archambeau, Howard L. Morgan, Leonard M. Lodish

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7. Distribution/Channel Decisions to Solidify Sustainable Competitive Advantage

Anki—Emerging from Stealth Mode with Help from Apple

In June 2013, Tim Cook took the stage at the Apple World Wide Developers Conference and introduced Boris Sofman, CEO of Anki (http://youtu.be/QnsR-kZUx6o). Boris demoed Anki DRIVE, the company’s first product, which became one of the top-selling products in U.S.-based Apple stores during the holiday season. A robotics and artificial intelligence company that had been operating in stealth mode, Anki launched on one of the world’s largest and most visible stages. As you saw in Chapter 4, “Leverage Public Relations for Maximum Value,” Anki could not have paid to gain such tremendous exposure. Rather, the company earned ...

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