The 4 A's of Marketing
Creating Value for Customer, Company and Society
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.The 4A framework helps c…
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Produktdetails
Weitere Autoren: Sisodia, Rajendra
- ISBN: 978-1-136-62491-9
- EAN: 9781136624919
- Produktnummer: 13819339
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2012
- Seitenangabe: 224 S.
- Plattform: PDF
- Masse: 3'571 KB
- Abbildungen: Following International Economics 7/e., 20 schwarz-weiße Zeichnungen, 1 schwarz-weiße Tabellen
Über den Autor
Dr. Jagdish Sheth is a renowned scholar, futurist and world authority in the fields of marketing, strategy and globalization. He is Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA. Dr. Rajendra Sisodia is Professor of Marketing at Bentley University, USA and the founder/Chairman of the Conscious Capitalism Institute. His previous books (both with Dr. Sheth) include The Rule of Three and Firms of Endearment.
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