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The 4A framework helps companies create value for customers by iden ...
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 customers eyes. This ability has become an absolute necessity for success in todays hyper-competitive marketplace.
Featured in the August 2012 Business newsletter.
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Number of pages: 224
Subjects: Non-fiction, Business / Law, Marketing