國立高雄大學圖資館 |

Language: English

Back

Marketing and customer loyaltythe ex...

Cavallone, Mauro.

Marketing and customer loyaltythe extra step approach /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Marketing and customer loyaltyby 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$q(electronic bk.)

Marketing and customer loyaltythe 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$q(electronic bk.)

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

243345
Customer loyalty.

LC Class. No.: HF5415 / .C38 2017

Dewey Class. No.: 658.8

Marketing and customer loyaltythe extra step approach /
LDR:02354nmm a2200325 a 4500 001 514890
003 DE-He213
005 20170510141610.0
006 m d
007 cr nn 008maaau
008 180126s2017 gw s 0 eng d
020 $a 9783319519913$q(electronic bk.)
020 $a 9783319519906$q(paper)
024 7 $a 10.1007/978-3-319-51991-3 $2 doi
035 $a 978-3-319-51991-3
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415 $b .C38 2017
072 7 $a KJSU $2 bicssc
072 7 $a BUS018000 $2 bisacsh
082 0 4 $a 658.8 $2 23
090 $a HF5415 $b .C377 2017
100 1 $a Cavallone, Mauro. $3 785109
245 1 0 $a Marketing and customer loyalty $h [electronic resource] : $b the extra step approach / $c by Mauro Cavallone.
260 $a Cham : $b Springer International Publishing : $b Imprint: Springer, $c 2017.
300 $a xi, 126 p. : $b ill., digital ; $c 24 cm.
490 1 $a International series in advanced management studies, $x 2366-8814
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.
650 0 $a Customer loyalty. $3 243345
650 0 $a Marketing. $3 182957
650 1 4 $a Business and Management. $2 eflch $3 639169
650 2 4 $a Customer Relationship Management. $3 741683
650 2 4 $a Consumer Behavior. $3 772804
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
830 0 $a International series in advanced management studies. $3 773676
856 4 0 $u http://dx.doi.org/10.1007/978-3-319-51991-3
950 $a Business and Management (Springer-41169)