The 4 A's of Marketing

Creating Value for Customer, Company and Society

Autori

• Rajendra Sisodia
• Jagdish Sheth

Parametri

Pagine

210pagine

Tempo di lettura

8ore

• Economia e affari
• Marketing e PR

Maggiori informazioni sul libro

Focusing on customer perspective, this book introduces a strategic framework called the "4A's": Acceptability, Affordability, Accessibility, and Awareness. It emphasizes the importance of viewing business actions through the eyes of customers, who take on roles as seekers, selectors, payers, and users. To ensure the success of marketing campaigns, the authors argue that businesses must excel in all four areas by integrating both marketing and non-marketing resources effectively.

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Lingua: Inglese

Pubblicato: 2011

(In brossura)