The 4 A's of marketing : creating value for customers, companies and society / Jagdish Sheth, Rajendra Sisodia.
By: Sheth, Jagdish N
.
Contributor(s): Sisodia, Rajendra.
Material type: 
TextPublisher: New York : Routledge, 2012General Notes: Includes bibliographical references and index.Bibliography: Includes bibliographical references and index.Description: 209 p. : ill. ; 26 cm.ISBN: 9780415898348 (hardback : alk. paper); 9780415898355 (pbk. : alk. paper); 9780203802168 (ebook).Other title: Four A's of marketing.Subject(s): Relationship marketing | Customer relations -- Management | MarketingDDC classification: 658.8 | Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 658.8 Sh592 2012 (Browse shelf(Opens below)) | Available | 34284001015288 |
Includes bibliographical references and index.
Includes bibliographical references and index.
Introduction: how 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.
Offers an approach to marketing that is focused on the 4As: acceptability, affordability, accessibility and awareness, which helps managers see a business's every action through the eyes of its customers.
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