The 4 A's of marketing: creating value for customer, company, and society

Abstract

Introduction: How to Suceed in Marketing 1. Marketing Remix: Introducing the 4A's 2. Think Like a Customer 3. Managing Acceptability 4. Managing Affordability 5. Managing Accessibility 6. Managing Awareness 7. Applying 4A Analysis 8. Implimentation and Extensions. Appendix A: The Market Value Coverage (MVC) Audit. Appendix B: Mini Cases

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