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

Name: The 4 A's of Marketing: Creating Value for Customer, Company and Society
Brand: Routledge
Price: 15.6 GBP
Availability: InStock

Management Science

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Description

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.

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Product Specifications

Brand: Routledge
Format: paperback
ASIN: 0415898358
Category: Books > Subjects > Business, Finance & Law > Management > Management Science
Domain: Amazon UK
Release Date: 31 January 2012
Listed Since: 08 April 2011

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

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