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The 4A's of Marketing: Creating Value for Customer, Company and Society
The 4A's of Marketing Creating Value for Customer Company and Society
Author: Jagdish Sheth, Rajendra Sisodia
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 der...  more »
ISBN-13: 9780415898355
ISBN-10: 0415898358
Publication Date: 12/18/2011
Pages: 216
Edition: 1
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Publisher: Routledge
Book Type: Paperback
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