This is a master class in Jagdish Sheth's new customer-focused marketing framework that takes into account new market realities, the marketing productivity crisis, the marginalization of marketing, and the market perspective.
Professor Jagdish Sheth, 2020 Padma Bhushan Award winner for Literature and Education, guides you through why the 4 A's of marketing are more relevant in today's world of social media, technology, and emerging markets.
Professor Sheth shares wisdom and insight from decades of experience, years of research, and recommendations from multiple senior industry leaders to help grow your marketing to be more global and customer-centric.
Overview
Syllabus
Course 1: What Are the 4 A’s of Marketing - Jagdish Sheth
- Offered by Kennesaw State University. The most common framework in marketing is the 4Ps of Marketing (Price, Product, Place, and Promotion). ... Enroll for free.
Course 2: Social Media & Marketing - Jagdish Sheth
- Offered by Kennesaw State University. Technology has always impacted marketing, especially in areas such as branding, packaging, ... Enroll for free.
Course 3: Emerging Markets - Jagdish Sheth
- Offered by Kennesaw State University. The rise of emerging economies is bringing significant changes in the marketing practice. The ... Enroll for free.
Course 4: The Good, Bad, and Ugly of Marketing - Jagdish Sheth
- Offered by Kennesaw State University. This course focuses on how to make marketing both more efficient and effective. It advocates that the ... Enroll for free.
- Offered by Kennesaw State University. The most common framework in marketing is the 4Ps of Marketing (Price, Product, Place, and Promotion). ... Enroll for free.
Course 2: Social Media & Marketing - Jagdish Sheth
- Offered by Kennesaw State University. Technology has always impacted marketing, especially in areas such as branding, packaging, ... Enroll for free.
Course 3: Emerging Markets - Jagdish Sheth
- Offered by Kennesaw State University. The rise of emerging economies is bringing significant changes in the marketing practice. The ... Enroll for free.
Course 4: The Good, Bad, and Ugly of Marketing - Jagdish Sheth
- Offered by Kennesaw State University. This course focuses on how to make marketing both more efficient and effective. It advocates that the ... Enroll for free.
Courses
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This course focuses on how to make marketing both more efficient and effective. It advocates that the role of marketing is to create a win-win situation for both customers and marketers. Good marketing also requires taking a purpose-driven approach. Marketing also needs to broaden to more stakeholders aside from the customer. Therefore, it requires internal marketing, supplier marketing, community marketing, and investor marketing. This course also demonstrates that stakeholder marketing generates better financial performance for the marketer.
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The most common framework in marketing is the 4Ps of Marketing (Price, Product, Place, and Promotion). However, this is a company perspective about marketing and the 4A’s of marketing is a customer perspective on marketing. Customers are looking for value and the 4A’s is a value creation framework. Each A has two dimensions. For instance, acceptability is functional and psychological. Affordability encapsulates the ability and willingness to pay, and accessibility focuses on availability and convenience. Lastly, awareness looks at product and brand knowledge.
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The rise of emerging economies is bringing significant changes in the marketing practice. The traditional notion of extending products and services designed for advanced economies is no longer as successful in emerging markets. This is primarily because of affordability and accessibility. Moreover, most consumption in emerging markets is unbranded products and services, and unorganized competition. This course identifies five dimensions where emerging markets are different. The traditional approach of think global, act local (glocal) is replaced by a new perspective of think local, act global, especially in large emerging markets such as China and India.
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Technology has always impacted marketing, especially in areas such as branding, packaging, distribution, and retailing. It has also impacted advertising and promotion. This course focuses on the impact of digital technology on all aspects of marketing including the 4P’s of marketing, word of mouth communication, and market research. It articulates the disruptive impact of social media and user-generated content.
Taught by
Jagdish Sheth
