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Marketing and customer loyalty = the extra step approach /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Marketing and customer loyalty/ by Mauro Cavallone.
Reminder of title:	the extra step approach /
Author:	Cavallone, Mauro.
Published:	Cham :Springer International Publishing : : 2017.,
Description:	xi, 126 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
Subject:	Customer loyalty. -
Online resource:	http://dx.doi.org/10.1007/978-3-319-51991-3
ISBN:	9783319519913

Marketing and customer loyalty = the extra step approach /
Cavallone, Mauro.

Marketing and customer loyaltythe extra step approach /[electronic resource] :by Mauro Cavallone. - Cham :Springer International Publishing :2017. - xi, 126 p. :ill., digital ;24 cm. - International series in advanced management studies,2366-8814. - International series in advanced management studies..

1 A brief history of Marketing - 65-years of journey from 1948 to 2013 -- 2 Strategic action: four elements for increasing the effectiveness of marketing actions -- 3 TES marketing -- 4 The TES marketing mix.

This book analyzes the evolution of marketing and the ways in which marketing actions can be rendered more effective, before setting out a new approach to marketing, termed The Extra Step (TES) in recognition of the importance that it attributes to the final extra step in enhancing the effectiveness of marketing efforts. Readers will find clear description of the pathway from purchase to loyalty and the various means of developing customer loyalty. It is explained how the TES approach goes one step further by considering the consumer as a partner whose involvement during the production and fine tuning phase of products and services can help to increase the efficiency of customer loyalty actions implemented by companies. The theoretical analysis is supported by observations and empirical evidence relating to the concepts and benefits of the TES approach. These examples concern firms in Italy, Europe, and the United States, including insurance agencies, pharmaceutical companies and pharmacies, and food distribution companies. The TES approach is of wide relevance and especially valid for the service sector.

ISBN: 9783319519913

Standard No.: 10.1007/978-3-319-51991-3doiSubjects--Topical Terms:

793216
Customer loyalty.

LC Class. No.: HF5415 / .C38 2017

Dewey Class. No.: 658.8

Marketing and customer loyalty = the extra step approach /
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505 0 $a 1 A brief history of Marketing - 65-years of journey from 1948 to 2013 -- 2 Strategic action: four elements for increasing the effectiveness of marketing actions -- 3 TES marketing -- 4 The TES marketing mix.
520 $a This book analyzes the evolution of marketing and the ways in which marketing actions can be rendered more effective, before setting out a new approach to marketing, termed The Extra Step (TES) in recognition of the importance that it attributes to the final extra step in enhancing the effectiveness of marketing efforts. Readers will find clear description of the pathway from purchase to loyalty and the various means of developing customer loyalty. It is explained how the TES approach goes one step further by considering the consumer as a partner whose involvement during the production and fine tuning phase of products and services can help to increase the efficiency of customer loyalty actions implemented by companies. The theoretical analysis is supported by observations and empirical evidence relating to the concepts and benefits of the TES approach. These examples concern firms in Italy, Europe, and the United States, including insurance agencies, pharmaceutical companies and pharmacies, and food distribution companies. The TES approach is of wide relevance and especially valid for the service sector.
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