4 ‘A’s of Marketing: Awareness & Accessibility

4 ‘A’s of a Marketing is a framework developed by Dr. Jagdish Sheth. This is a first of two segments of the course and explores why we need a new perspective in Marketing. The four reasons the framework takes into account to augment the case are new market realities, marketing productivity crisis, marginalization of marketing, and the market perspective. This segment specifically focuses on the two distinct values (‘A’s) customers seek in the market as buyers (Accessibility) and  their knowledge (Awareness) of products & services; while defining and mapping extended definitions of the 2 ‘A’s. The advantages of 4 As framework and its application as a planning tool for new product launches as well as diagnostic tool for existing products is discussed in detail.

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