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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...

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...

• McDonald's, Burger King, and Wendy's
  
• General Mills, Kellogg, and Post
  
• Nike, Adidas, and Reebok
  
• Bank of America, Chase Manhattan, and Banc One
  
• American, United, and Delta
  
• Merck, Johnson & Johnson, and Bristol-Myers Squibb
  

Based on extensive studies of market forces, the distinguished business school strategists and corporate advisers Jagdish Sheth...

Business leaders need to embrace sustainability in order to ensure the lasting success of their organizations. Co-authors Suhas Apte and Jagdish Sheth bring their expertise from practice and from academic to illustrate how business leaders can embed sustainability in a truly holistic and transformative way.

Through an examination of such companies as Walmart, AT&T, IKEA and the Tata Group, Apte and Sheth have developed a proven and actionable framework rooted in the real world success of these companies. The case studies reveal how business leaders proactively engage, energize and...