Marketing and customer loyalty : the extra step approach
By: Cavallone, Mauro
Material type: BookSeries: International series in advanced management studies.Publisher: New York, NY : Springer Berlin Heidelberg, c2017.Description: xi, 126 p. : ill. ; 25 cm.ISBN: 9783319519906Subject(s): Marketing | Customer loyaltyDDC classification: 658.872 CA MAItem type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.872 CA MA (Browse shelf) | Available | T0056832 |
, Shelving location: Main Collection Close shelf browser
658.872 BU SO The social employee : how great companies make social media work / | 658.872 CA BU The business of being social : a practical guide to harnessing the power of Facebook, Twitter, LinkedIn and YouTube for all businesses / | 658.872 CA LI The like economy / | 658.872 CA MA Marketing and customer loyalty : | 658.872 CE BU Buy now : creative marketing that gets customers to respond to you and your product / | 658.872 CH DI Digital marketing : a practical approach / | 658.872 CH DI Digital marketing : |
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.