The 4 A's of Marketing: Creating Value for Customer, Company and Society

by Rajendra S. Sisodia, Jagdish N. Sheth, Raj Sisodia

Book Overview

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:...

• Format: Paperback
• Language: English
• ISBN: 0415898358
• ISBN13: 9780415898355
• Release Date: December 2011
• Publisher: Routledge
• Length: 210 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.6" x 6.9" x 9.8"