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000453183 010__ $$z  2011022801
000453183 019__ $$a787849290
000453183 020__ $$a9780203802168$$q(electronic book)
000453183 020__ $$z9781136624919
000453183 020__ $$z9780415898348
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000453183 020__ $$z9780415898355
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000453183 035__ $$a(OCoLC)ocn784953315
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000453183 05014 $$aHF5415.55$$b.S54 2012eb
000453183 08204 $$a658.8$$223
000453183 1001_ $$aSheth, Jagdish N.
000453183 24514 $$aThe 4 A's of marketing$$h[electronic resource] :$$bcreating value for customers, companies and society /$$cJagdish N. Sheth, Rajendra S. Sisodia.
000453183 2463_ $$aFour A's of marketing
000453183 260__ $$aNew York :$$bRoutledge,$$c2012.
000453183 300__ $$a1 online resource (209 p.) :$$bill.
000453183 504__ $$aIncludes bibliographical references and index.
000453183 5050_ $$aMachine generated contents note: 1.Marketing Remix: Introducing the 4A's -- 2.Think Like a Customer -- 3.Managing Acceptability -- 4.Managing Affordability -- 5.Managing Accessibility -- 6.Managing Awareness -- 7.Applying 4A Analysis.
000453183 506__ $$aAccess limited to authorized users.
000453183 520__ $$a"The authors present a powerful and tested approach that helps managers see a business's every action through the eyes of its customers. This approach is organized around the values that matter most to customers: Acceptability, Affordability, Accessibility and Awareness. Taken together, these attributes are called the "4A's." The 4A framework derives from a customer-value perspective based on the four distinct roles that customers play in the market: seekers, selectors, payers and users. For a marketing campaign to succeed, it must achieve high marks on all four A's, using a blend of marketing and non-marketing resources. The 4A framework helps companies create value for customers by identifying exactly what they want and need, as well as by uncovering new wants and needs. (For example, none of us knew we "needed" an iPad until Apple created it.) That means not only ensuring that customers are aware of the product, but also ensuring that the product is affordable, accessible and acceptable to them. Throughout this book, the authors demonstrate how looking at the world through the 4A lens helps companies avoid marketing myopia (an excessive focus on the product) as well as managerial myopia (an excessive focus on process). In fact, it is a powerful way to operationalize the marketing concept; it enables managers to look at the world through the customer's eyes. This ability has become an absolute necessity for success in today's hyper-competitive marketplace."--Publisher's website.
000453183 588__ $$aDescription based on print version record.
000453183 650_0 $$aRelationship marketing.
000453183 650_0 $$aCustomer relations$$xManagement.
000453183 650_0 $$aMarketing.
000453183 655_7 $$aElectronic books.$$2lcsh
000453183 7001_ $$aSisodia, Rajendra.
000453183 77608 $$iPrint version:$$aSheth, Jagdish N.$$t4 A's of marketing.$$dNew York : Routledge, 2012$$z9780415898348$$z9780415898355$$w(DLC) 2011022801$$w(OCoLC)712124168
000453183 8520_ $$bacq
000453183 85280 $$bebk$$hProQuest Ebook Central
000453183 85640 $$3ProQuest Ebook Central$$uhttps://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=956981$$zOnline Access
000453183 909CO $$ooai:library.usi.edu:453183$$pGLOBAL_SET
000453183 980__ $$aEBOOK
000453183 980__ $$aBIB
000453183 982__ $$aEbook
000453183 983__ $$aOnline