The 4 A's of Marketing

In this book, 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.