The 4 A's of Marketing with Jagdish Sheth

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

• Understand the customer-focused marketing framework
• Analyze current marketing productivity challenges
• Evaluate and develop global marketing strategies
• Apply innovative marketing concepts in business contexts
• Build integrated marketing vision for emerging markets

• Basic computer and internet skills
• Ability to read course instructions in English and complete practical exercises