The 4 A's of Marketing : Creating Value for Customer, Company and Society (Paperback)

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