Marketing and customer loyalty : the extra step approach / Mauro Cavallone

Livre

Cavallone, Mauro. Auteur

Edité par Springer - 2017

"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."--Publisher's description

A Brief History of Marketing : 65 Years of Journey from 1948 to 2013. Some Considerations on the Current Role of Marketing ; A Brief History of the Concept of Marketing ; Why Is Marketing Under Investigation Today ?. Strategic Action : Four Elements for Increasing the Effectiveness of Marketing Actions. Awareness of the Value of the Offer and Competitiveness ; The Four Steps from the Purchase to Customer Loyalty ; The Analysis of Customer Performance ; Four Ways of Developing Customer Loyalty. TES Marketing. The Main Constituents of TES Marketing ; Step by Step to the Extra Step: The Operative Approach of TES Marketing ; Involvement as the Essence of TES Marketing. The TES Marketing Mix. The Product as the Result of Co-design ; Price as Value ; Advertising as Cross-cultural Communication ; The Distribution Policy as the New Attention to Retail ; A Pioneer of TES Marketing in the Textile Sector : Angelo "Jack" Zaninoni of Jack Set s.p.a. ; Conclusions.

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