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Title Details

RRP / List Price: $96.99

Title   4 As of Marketing : Creating Value for Customer Companies and Society 

ubiq Price: $87.29

Author   SHETH Jagdish / SISODIA Rajendra  ISBN   9780415898355  Add to shopping cart   
Publisher   Routledge  Group   Commerce/Law View shopping cart
Binding   Paperback Category   Marketing  Terms and conditions
Edition   1/2011 Type   Go back
Publication Year    
Subject   Sales & marketing 
Stock Status   Not currently in stock - contact store for availability 
Order Status   Not currently on order 
Synopsis The authors present a powerful and tested approach that helps managers see a businessís 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 "4Aís." 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 Aís, 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 customerís eyes. This ability has become an absolute necessity for success in todayís hyper-competitive marketplace.

Featured in the August 2012 Business newsletter.
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