The 4 A's of Marketing (ePub)
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In this book, 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.
Dr. Rajendra Sisodia is Professor of Marketing at Bentley University, USA and the founder/Chairman of the Conscious Capitalism Institute. His previous books (both with Dr. Sheth) include The Rule of Three and Firms of Endearment.
- Autoren: Jagdish Sheth , Rajendra Sisodia
- 2012, 1. Auflage, 224 Seiten, Englisch
- Verlag: Taylor & Francis
- ISBN-10: 1136624902
- ISBN-13: 9781136624902
- Erscheinungsdatum: 23.04.2012
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: ePub
- Größe: 5.86 MB
- Mit Kopierschutz
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