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

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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.

Key Features

Used Book in Good Condition

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
31 January 2012
Listed Since
08 April 2011

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