Jagdish Sheth, Rajendra Sisodia

The 4 A's of Marketing (eBook, ePUB)

Creating Value for Customer, Company and Society

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 224
• Erscheinungstermin: 23. April 2012
• Englisch
• ISBN-13: 9781136624902
• Artikelnr.: 38272844

Autorenporträt

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.

Inhaltsangabe

Introduction: How to Suceed in Marketing 1. Marketing Remix: Introducing
the 4A's 2. Think Like a Customer 3. Managing Acceptability 4. Managing
Affordability 5. Managing Accessibility 6. Managing Awareness 7. Applying
4A Analysis 8. Implimentation and Extensions. Appendix A: The "Market Value
Coverage" (MVC) Audit. Appendix B: Mini Cases