Description
The 4 A's of Marketing
Creating Value for Customer, Company and Society
Authors: Sheth Jagdish, Sisodia Rajendra
Language: EnglishSubjects for The 4 A's of Marketing:
Keywords
Smart Phones; customer focus; customer relationship; the 4 p's; Kotler; marketing basics; graduate marketing; fundamental marketing; Buyer Incentive; Tom Bodett; LCD Touch Screen; Marketing Failures; Psychological Acceptability; APS Camera; MIT’s Center; 4A Framework; Functional Acceptability; Marketing Performance; Benefits BENEFITS Benefits; 4A Analysis; Personal Digital Assistant; Segway Human Transporter; Ford Mustang; Increase Brand Awareness; Brand Awareness; DVD Rental; Fractional Ownership; DVD Player; Richards Group; Customer’s Ability; Vending Machines; Customer’s Willingness
98.11 €
In Print (Delivery period: 14 days).
Add to cart the book of Sheth Jagdish, Sisodia RajendraPublication date: 01-2012
224 p. · 17.8x25.4 cm · Paperback
Approximative price 174.18 €
In Print (Delivery period: 14 days).
Add to cart the book of Sheth Jagdish, Sisodia RajendraPublication date: 02-2012
224 p. · 17.8x25.4 cm · Paperback
Description
/li>Contents
/li>Biography
/li>
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.
The 4A framework helps companies create value for customers by identifying exactly what they want and need, as well as by uncovering new wants and needs. (For example, none of us knew we "needed" an iPad until Apple created it.) That means not only ensuring that customers are aware of the product, but also ensuring that the product is affordable, accessible and acceptable to them.
Throughout this book, the authors demonstrate how looking at the world through the 4A lens helps companies avoid marketing myopia (an excessive focus on the product) as well as managerial myopia (an excessive focus on process). In fact, it is a powerful way to operationalize the marketing concept; it enables managers to look at the world through the customer?s eyes. This ability has become an absolute necessity for success in today?s hyper-competitive marketplace.
Introduction: How to Suceed in Marketing 1. Marketing Remix: Introducing the 4A’s 2. Think Like a Customer 3. Managing Acceptability 4. Managing Affordability 5. Managing Accessibility 6. Managing Awareness 7. Applying 4A Analysis 8. Implimentation and Extensions. Appendix A: The "Market Value Coverage" (MVC) Audit. Appendix B: Mini Cases
Dr. Jagdish Sheth is a renowned scholar, futurist and world authority in the fields of marketing, strategy and globalization. He is Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University, USA.
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.