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Marketing and customer loyaltythe ex...

Cavallone, Mauro.

Marketing and customer loyaltythe extra step approach /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing and customer loyaltyby Mauro Cavallone.
其他題名:	the extra step approach /
作者:	Cavallone, Mauro.
出版者:	Cham :Springer International Publishing :2017.
面頁冊數:	xi, 126 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Customer loyalty.
電子資源:	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 /
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