Buch, Englisch, 210 Seiten, Format (B × H): 254 mm x 177 mm, Gewicht: 482 g
Creating Value for Customer, Company and Society
Buch, Englisch, 210 Seiten, Format (B × H): 254 mm x 177 mm, Gewicht: 482 g
ISBN: 978-0-415-89835-5
Verlag: Taylor & Francis Ltd
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.
Autoren/Hrsg.
Weitere Infos & Material
Introduction: How to Suceed in Marketing 1. Marketing Remix: Introducing the 4A’s 2. Think Like a Customer 3. Managing Acceptability 4. Managing Affordability 5. Managing Accessibility 6. Managing Awareness 7. Applying 4A Analysis 8. Implimentation and Extensions. Appendix A: The "Market Value Coverage" (MVC) Audit. Appendix B: Mini Cases