The 4 A's of Marketing: Creating Value for Customer, Company and Society
Jagdish Sheth & Rajendra Sisodia
Physical
AvailableWhat will you learn from this book
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Value-Centric Approach:
- The book is likely to emphasize a value-centric approach to marketing, focusing on creating value not only for customers but also for the company and society at large.
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Customer-Centricity:
- Expect discussions on the importance of understanding and meeting the needs of customers, ensuring that marketing strategies are aligned with customer expectations.
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Company Alignment:
- The book might explore how marketing strategies can align with the broader goals and values of the company, fostering long-term success and sustainability.
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Societal Impact:
- Anticipate discussions on the role of marketing in contributing positively to society, whether through ethical practices, social responsibility, or other means.
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Conscious Marketing:
- Given Sisodia's background in conscious capitalism, the book may delve into the concept of conscious marketing, which involves ethical considerations and a focus on the well-being of all stakeholders.
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Brand Building:
- The book could discuss strategies for building and managing a brand that reflects the values of the company and resonates with consumers.
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Long-Term Relationships:
- Expect insights into how marketing efforts can contribute to building long-term relationships with customers, fostering loyalty and trust.
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Sustainability:
- If aligned with Sisodia's broader views, the book may touch upon the importance of sustainable business practices and their integration into marketing strategies.
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Measuring Success:
- Anticipate discussions on how success in marketing is measured beyond traditional metrics, possibly considering factors such as social impact and customer satisfaction.
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Case Studies and Examples:
- The book may include real-world case studies and examples to illustrate successful implementations of the 4 A's framework in different business contexts.
| Language | English |
|---|---|
| ISBN-10 | 0415898358 |
| ISBN-13 | 9780415898355 |
| No of pages | 210 |
| Font Size | Medium |
| Book Publisher | Routledge |
| Published Date | 19 Dec 2011 |
About Author
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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.