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

By: Contributor(s): Material type: TextTextPublication 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 Books Symbiosis Institute of Business Management - Hyderabad General General Bo 658.8 SHE (Browse shelf(Opens below)) Available SIBMH-B-9191

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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