{"product_id":"9780415898348","title":"The 4 A's of Marketing : Creating Value for Customer, Company and Society","description":"\u003cp\u003e 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. \u003c\/p\u003e","brand":"Routledge","offers":[{"title":"Default Title","offer_id":52737495138615,"sku":"00000_00000_00000_00000","price":1033.6,"currency_code":"MYR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0962\/3548\/7543\/files\/9780415898348-1.jpg?v=1785404860","url":"https:\/\/kinokuniya.com.my\/ja\/products\/9780415898348","provider":"Books Kinokuniya Malaysia","version":"1.0","type":"link"}