Marketing and Customer Loyalty [[electronic resource] ] : The Extra Step Approach / / by Mauro Cavallone
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| Autore: |
Cavallone Mauro
|
| Titolo: |
Marketing and Customer Loyalty [[electronic resource] ] : The Extra Step Approach / / by Mauro Cavallone
|
| Pubblicazione: | Cham : , : Springer International Publishing : , : Imprint : Springer, , 2017 |
| Edizione: | 1st ed. 2017. |
| Descrizione fisica: | 1 online resource (XI, 126 p. 22 illus.) |
| Disciplina: | 658.8 |
| Soggetto topico: | Customer relations—Management |
| Motivation research (Marketing) | |
| Customer Relationship Management | |
| Consumer Behavior | |
| Nota di bibliografia: | Includes bibliographical references at the end of each chapters. |
| Nota di contenuto: | 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. |
| Sommario/riassunto: | 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. . |
| Titolo autorizzato: | Marketing and Customer Loyalty |
| ISBN: | 3-319-51991-3 |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910254904703321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
International Series in Advanced Management Studies, . 2366-8814