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

Author: Jagdish N Sheth; Rajendra Sisodia
Publisher: New York : Routledge, 2012.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
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  Read more...
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Document Type: Book
All Authors / Contributors: Jagdish N Sheth; Rajendra Sisodia
ISBN: 9780415898348 041589834X 9780415898355 0415898358 9780203802168 0203802160
OCLC Number: 712124168
Description: 209 pages : illustrations ; 26 cm
Contents: How to succeed in marketing --
Marketing remix: introducing the 4A's --
Think like a customer --
Managing acceptability --
Managing affordability --
Managing accessibility --
Managing awareness --
Applying 4A analysis --
Appendixes : A. The "market value coverage" (MVC) audit ; B. Mini cases.
Other Titles: Four A's of marketing
Responsibility: Jagdish Sheth, Rajendra Sisodia.
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Includes bibliographical references and index.  Read more...

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'This book, however, was written in an almost Socratic dialogue style that is valuable to all types of readers, which is, needless to say, quite an accomplishment by the authors. The "Market Value Read more...

 
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