The 4 A's of marketing: creating value for customers, companies and society

By:

Sheth, Jagdish N

Contributor(s):

Sisodia, Rajendra S

Material type: Text

TextPublication details: New Delhi Routledge 2017Edition: Spl. Ind. EdDescription: 209 pages: illustrations; 26 cmISBN:

9780415793599

Subject(s):

DDC classification:

658.8 SHE

Summary: 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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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Symbiosis Institute of Business Management - Hyderabad General	General Bo	658.8 SHE (Browse shelf(Opens below))	Available		SIBMH-B-9191

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Previous	658.8 MAS Marketing performativity:	658.8 MOE The four pillars of profit-driven marketing	658.8 NWA Entrepreneurship marketing:	658.8 SHE The 4 A's of marketing:	658.8 STE Accountable marketing: linking marketing actions to financial performance	658.8 TRE The discipline of market leaders: choose your customers, narrow your focus, dominate your market	658.8 ZYM The end of marketing as we know it	Next

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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