The 4 a's of Marketing Creating Value for Customer, Company and Society |
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| Author:
| Sheth, Jagdish
Sisodia, Rajendra |
| ISBN: | 978-1-136-62490-2 |
| Publication Date: | Apr 2012 |
| Publisher: | Taylor & Francis Group
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| Imprint: | Routledge |
| Book Format: | Digital (delivered electronically) |
| List Price: | USD $74.95USD $140.00USD $140.00 |
Book Description:
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In this book, the authors present a powerful and tested approach that helps managers see a business's every action through the eyes of its customers. This approach is organized around the values that matter most to customers: Acceptability, Affordability, Accessibility and Awareness. Taken together, these attributes are called the "4A's." The 4A framework derives from a customer-value perspective based on the four distinct roles that customers play in the market: seekers, selectors,...
More Description
In this book, the authors present a powerful and tested approach that helps managers see a business's every action through the eyes of its customers. This approach is organized around the values that matter most to customers: Acceptability, Affordability, Accessibility and Awareness. Taken together, these attributes are called the "4A's." The 4A framework derives from a customer-value perspective based on the four distinct roles that customers play in the market: seekers, selectors, payers and users. For a marketing campaign to succeed, it must achieve high marks on all four A's, using a blend of marketing and non-marketing resources.