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Verlag: Routledge, 2011
ISBN 10: 0415898358ISBN 13: 9780415898355
Anbieter: Better World Books, Mishawaka, IN, USA
Buch
Zustand: Good. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages.
Verlag: Routledge, 2012
ISBN 10: 0415898358ISBN 13: 9780415898355
Anbieter: Anybook.com, Lincoln, Vereinigtes Königreich
Buch
Zustand: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,600grams, ISBN:9780415898355.
Verlag: Routledge, 2012
ISBN 10: 0415898358ISBN 13: 9780415898355
Anbieter: Anybook.com, Lincoln, Vereinigtes Königreich
Buch
Zustand: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,600grams, ISBN:9780415898355.
Verlag: Taylor & Francis Ltd, United Kingdom, London, 2011
ISBN 10: 0415898358ISBN 13: 9780415898355
Anbieter: WorldofBooks, Goring-By-Sea, WS, Vereinigtes Königreich
Buch
Paperback. Zustand: Fine. The authors present a powerful and tested approach that helps managers see a businesss 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 "4As." 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 As, 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 customers eyes. This ability has become an absolute necessity for success in todays hyper-competitive marketplace.
Verlag: Taylor & Francis 2012-01-27, New York |London, 2012
ISBN 10: 0415898358ISBN 13: 9780415898355
Anbieter: Blackwell's, London, Vereinigtes Königreich
Buch
paperback. Zustand: New. Language: ENG.