The 4 A's of Marketing

Creating Value for Customer, Company and Society

Auteurs

• Rajendra Sisodia
• Jagdish Sheth

Paramètres

• Pages: 210 pages
• Temps de lecture: 8 heures

• Affaires et économie
• Marketing et relations publiques

En savoir plus sur le livre

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.

Achat du livre

• Année de publication: 2011
• Reliure: (souple)