The 4 A's of Marketing

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.