MARC Record from marc_openlibraries_sanfranciscopubliclibrary

LEADER: 04272cam a2200625 a 4500
001 712124168
003 OCoLC
005 20151005104621.0
008 110526s2012 nyua b 001 0 eng
010 $a2011022801
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019 $a795224343
020 $a9780415898348 (hardback : alk. paper)
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020 $a0415898358 (pbk. : alk. paper)
035 $a712124168
035 $a(OCoLC)712124168$z(OCoLC)795224343
037 $bTaylor & Francis, C/O Kentucky Dist Center 7625 Empire Dr, Florence, KY, USA, 41042$nSAN 213-196X
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050 00 $aHF5415.55$b.S54 2012
082 00 $a658.8$223
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100 1 $aSheth, Jagdish N.
245 14 $aThe 4 A's of marketing :$bcreating value for customers, companies and society /$cJagdish N. Sheth, Rajendra S. Sisodia.
246 3 $aFour A's of marketing
260 $aNew York :$bRoutledge,$c2012.
300 $a209 p. :$bcol. ill. ;$c26 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references and index.
505 0 $aHow to succeed in marketing -- Marketing remix: introducing the 4A's -- Think like a customer -- Managing acceptability -- Managing affordability -- Managing accessibility -- Managing awareness -- Applying 4A analysis -- Appendixes : A. The "market value coverage" (MVC) audit ; B. Mini cases.
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.
650 0 $aRelationship marketing.
650 0 $aCustomer relations$xManagement.
650 0 $aMarketing.
700 1 $aSisodia, Rajendra.
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957 00 $aOCLC reclamation of 2017-18
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938 $aBaker and Taylor$bBTCP$nBK0009752315
938 $aBlackwell Book Service$bBBUS$n6989533
938 $aYBP Library Services$bYANK$n6989535
938 $aCoutts Information Services$bCOUT$n17680592
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