The 4 A's of marketing:
Sheth, Jagdish N.
The 4 A's of marketing: creating value for customers, companies and society - Spl. Ind. Ed. - New Delhi Routledge 2017 - 209 pages: illustrations; 26 cm
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.
9780415793599
Relationship marketing
Customer relations
Management
Marketing
Distribution
658.8 / SHE
The 4 A's of marketing: creating value for customers, companies and society - Spl. Ind. Ed. - New Delhi Routledge 2017 - 209 pages: illustrations; 26 cm
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.
9780415793599
Relationship marketing
Customer relations
Management
Marketing
Distribution
658.8 / SHE
