The Four A’s of Marketing

Jagdish N. Sheth and Rajendra S. Sisodia ()
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Jagdish N. Sheth: Emory University
Rajendra S. Sisodia: Babson College

A chapter in Marketing Wisdom, 2019, pp 81-99 from Springer

Abstract: 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.

Keywords: Roomba; Google Glass; Improve Marketing Productivity; Seeker Role; Target Market (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-10-7724-1_6

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DOI: 10.1007/978-981-10-7724-1_6

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