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.

Chapter 1 - Customer-Centric Support Services: An Introduction to the next frontier for competitive advantage in the digital era -- Chapter 2 - Customer-Centric Support Services in the Digital Era -- Chapter 3 - Information as a Service for Consumer Decision Making -- Chapter 4 - The role of...

Drawing on previous research in pricing, we propose three broad antecedents to perceptions of price unfairness. Consumers perceive price unfairness when (1) they feel that the firm is making excessive profits, (2) they are not able to understand the pricing structure applied, and (3) they sense...