000			01276nam a22002297a 4500
008			180427b xxu||||| |||| 00| 0 eng d
020			_a9780415793599
082			_a658.8 _bSHE
100			_aSheth, Jagdish N.
245			_aThe 4 A's of marketing: _bcreating value for customers, companies and society
250			_aSpl. Ind. Ed.
260			_aNew Delhi _bRoutledge _c2017
300			_a209 pages: illustrations; 26 cm
520			_aThe 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.
650			_aRelationship marketing
650			_aCustomer relations
650			_aManagement
650			_aMarketing
650			_aDistribution
700			_aSisodia, Rajendra S.
942			_2ddc _cB
999			_c600607 _d600607