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The 4 A's of Marketing
Creating Value for Customer, Company and Society
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Více o knize
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.
Nákup knihy
The 4 A's of Marketing, Rajendra Sisodia, Jagdish Sheth
- Jazyk
- Rok vydání
- 2011
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Doručení
Platební metody
2021 2022 2023
Navrhnout úpravu
- Titul
- The 4 A's of Marketing
- Podtitul
- Creating Value for Customer, Company and Society
- Jazyk
- anglicky
- Autoři
- Rajendra Sisodia, Jagdish Sheth
- Vydavatel
- Taylor & Francis Ltd
- Rok vydání
- 2011
- Vazba
- měkká
- Počet stran
- 210
- ISBN13
- 9780415898355
- Kategorie
- Podnikání a ekonomie, Marketing a PR
- Anotace
- 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.