This master class, "The 4 A's of Marketing with Jagdish Sheth," explores a new customer-focused marketing framework that addresses the evolving market realities and the marginalization of marketing. Professor Jagdish Sheth, a Padma Bhushan Award winner, imparts wisdom and insight to help marketers adapt to the global, customer-centric landscape.
This comprehensive course includes modules on the 4 A's of Marketing, the impact of social media, emerging markets, and the role of marketing in creating win-win situations. It delves into the dimensions of value creation and the disruptive impact of social media and user-generated content. Additionally, the course identifies the distinct characteristics of emerging markets and advocates for a purpose-driven approach to marketing.
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This course comprises modules on the 4 A's of Marketing, the impact of social media, emerging markets, and the role of marketing in creating win-win situations.
The 4 A's of Marketing module introduces a customer-centric value creation framework. It explores the dimensions of acceptability, affordability, accessibility, and awareness, providing insights into the customer's perspective on marketing.
The Social Media & Marketing module delves into the disruptive impact of digital technology on marketing. It covers the influence of social media, user-generated content, and word-of-mouth communication on marketing strategies.
The Emerging Markets module highlights the unique characteristics of emerging economies and the need for a localized approach to marketing. It emphasizes the shift from a global to a local perspective in large emerging markets like China and India.
The Good, Bad, and Ugly of Marketing module emphasizes the importance of creating a win-win situation for customers and marketers. It advocates for a purpose-driven approach and the broadening of marketing to include stakeholders beyond customers.
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