MARC Record from marc_columbia

LEADER: 04448cam a2200649Ii 4500
001 16888087
005 20221112230853.0
006 m o d
007 cr bnu---unuuu
008 120409s2012 nyua ob 001 0 eng d
035 $a(OCoLC)ocn784953315
035 $a(NNC)16888087
040 $aN$T$beng$erda$epn$cN$T$dE7B$dYDXCP$dOCLCQ$dOCLCF$dTYFRS$dIDEBK$dUA@$dOCLCQ$dBUF$dOCLCQ$dNHM$dOCLCQ$dUKAHL$dK6U$dOCLCO
019 $a787849290
020 $a9780203802168$q(electronic bk.)
020 $a0203802160$q(electronic bk.)
020 $a9781136624919$q(electronic bk.)
020 $a1136624910$q(electronic bk.)
020 $z9780415898348$q(hardback)
020 $z041589834X$q(hardback)
020 $z9780415898355$q(pbk.)
020 $z0415898358$q(pbk.)
035 $a(OCoLC)784953315$z(OCoLC)787849290
050 4 $aHF5415.55$b.S54 2012eb
072 7 $aBUS$x078000$2bisacsh
072 7 $aBUS$x043000$2bisacsh
082 04 $a658.8$223
049 $aZCUA
100 1 $aSheth, Jagdish N.,$eauthor.
245 14 $aThe 4 A's of marketing :$bcreating value for customers, companies and society /$cJagdish N. Sheth, Emory University ; Rajendra S. Sisodia, Bentley University.
246 3 $aFour A's of marketing
264 1 $aNew York :$bRoutledge, Taylor & Francis Group,$c2012.
300 $a1 online resource (209 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
504 $aIncludes bibliographical references (pages 191-197) and index.
588 0 $aOnline resource; title from digital title page (Taylor & Francis Group, viewed April 26, 2019).
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."--Provided by publisher.
505 0 $aIntroduction: 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 -- Appendix A.: The "Market Value Coverage" (MVC) audit -- Appendix B: Mini cases.
650 0 $aRelationship marketing.
650 0 $aCustomer relations$xManagement.
650 0 $aMarketing.
650 6 $aMarketing relationnel.
650 6 $aMarketing.
650 7 $amarketing.$2aat
650 7 $aBUSINESS & ECONOMICS$xDistribution.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xMarketing$xGeneral.$2bisacsh
650 7 $aCustomer relations$xManagement.$2fast$0(OCoLC)fst00885539
650 7 $aMarketing.$2fast$0(OCoLC)fst01010167
650 7 $aRelationship marketing.$2fast$0(OCoLC)fst01093590
655 0 $aElectronic books.
655 4 $aElectronic books.
700 1 $aSisodia, Rajendra,$eauthor.
776 08 $iPrint version:$aSheth, Jagdish N.$t4 A's of marketing.$dNew York : Routledge, 2012$z9780415898348$w(DLC) 2011022801$w(OCoLC)712124168
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio16888087$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS