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2019 | OriginalPaper | Buchkapitel

The Four A’s of Marketing

verfasst von : Jagdish N. Sheth, Rajendra S. Sisodia

Erschienen in: Marketing Wisdom

Verlag: Springer Singapore

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Abstract

In this chapter, 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 nonmarketing resources.

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Vorheriges Kapitel Hidden in Plain Sight: How to Create Your Company’s Next Big Growth Strategy: 10 Years Later

Nächstes Kapitel The Ten Principles Behind Great Customer Experiences

A fifth role is that of “evangelizers.” Companies don’t simply want customers to use the product—they want them to praise it to others. As we will discuss, this helps spread awareness and fits in with the “seeker” role played by other potential customers.

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Titel: The Four A’s of Marketing
verfasst von: Jagdish N. Sheth
Rajendra S. Sisodia
Verlag: Springer Singapore
Buch: Marketing Wisdom
Print ISBN: 978-981-10-7723-4

Electronic ISBN: 978-981-10-7724-1

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-981-10-7724-1_6