MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02489 a2200205 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
130315b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
978-0-415-89835-5 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
SHETH, JAGDISH N.: SISODIA, RAJENDRA S. |
| 9 (RLIN) |
7700 |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
THE 4A'S OF MARKETING |
| Remainder of title |
CREATING VALUE FOR CUSTOMERS, COMPANIES AND SOCIETY |
| Statement of responsibility, etc |
SHETH, JAGDISH N. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Name of publisher, distributor, etc |
ROUTLEDGE |
| Date of publication, distribution, etc |
2012 |
| Place of publication, distribution, etc |
NEW YORK |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
209 |
| Other physical details |
PAPER |
| 505 ## - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Introduction: How to Suceed in Marketing 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 8. Implimentation and Extensions. Appendix A: The "Market Value Coverage" (MVC) Audit. Appendix B: Mini Cases |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
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.<br/><br/>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.<br/><br/>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. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
MARKETING |
| 9 (RLIN) |
7701 |
|
|---|
| Topical term or geographic name as entry element |
CUSTOMER RELATIONSHIP MARKETING |
| 9 (RLIN) |
8057 |
|
|---|
| Topical term or geographic name as entry element |
RELATIONSHIP MARKETING |
| 9 (RLIN) |
8058 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Book |
