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Marketing and customer loyalty : the extra step approach

Author: Mauro Cavallone
Publisher: Cham, Switzerland : Springer, [2017] ©2017
Series: International series in advanced management studies.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Cavallone, Mauro.
Marketing and customer loyalty.
Cham, Switzerland : Springer, [2017]
(OCoLC)966239390
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Mauro Cavallone
ISBN: 9783319519913 3319519913
OCLC Number: 987000247
Description: 1 online resource.
Contents: Preface; Acknowledgements; Contents; 1 A Brief History of Marketing-65-Years of Journey from 1948 to 2013; Abstract; 1.1 Some Considerations on the Current Role of Marketing; 1.2 A Brief History of the Concept of Marketing; 1.2.1 Some Elements Highlighting the Evolution of Marketing; 1.3 Why Is Marketing Under Investigation Today?; 1.3.1 Gaps and Schisms in the Concept of Marketing Reported in Literature; 1.3.2 Seven Situations that Have Weakened the Validity of the Proposals of Marketing; References; 2 Strategic Action: Four Elements for Increasing the Effectiveness of Marketing Actions. Abstract2.1 Awareness of the Value of the Offer and Competitiveness; 2.1.1 Awareness of the Value of the Offer; 2.1.2 The Concepts of Rolling Competitive Advantage and Rolling Competitive Strategy; 2.2 The Four Steps from the Purchase to Customer Loyalty; 2.2.1 Purchase; 2.2.2 Repurchase; 2.2.3 Retention; 2.2.4 Customer Loyalty; 2.3 The Analysis of Customer Performance; 2.3.1 Analysis of the Performance on the Customer; 2.3.2 Analysis of the Performance by the Customer; 2.4 Four Ways of Developing Customer Loyalty; 2.4.1 Loyalty and Enchantment; 2.4.2 Customer Penetration. 2.4.3 Clusterization and Customerization2.4.4 Target Cluster Penetration; References; 3 TES Marketing; Abstract; 3.1 The Main Constituents of TES Marketing; 3.2 Step by Step to the Extra Step: The Operative Approach of TES Marketing; 3.3 Involvement as the Essence of TES Marketing; 3.3.1 The "Information-Relationship" Matrix; References; 4 The TES Marketing Mix; Abstract; 4.1 The Product as the Result of Co-design; 4.1.1 Market Research as a Forerunner of Co-design; 4.1.2 Co-design: Definition and First Theoretical Assumptions; 4.1.3 The GIFT Theory as the Basis for Co-design Construction. 4.1.4 The Case of Nissan IDx4.2 Price as Value; 4.2.1 Introduction to the Value; 4.2.2 Value According to TES Marketing; 4.2.3 The Case of Bossong s.p.a.; 4.3 Advertising as Cross-cultural Communication; 4.3.1 The Manifestations of Culture; 4.3.2 Communication as the Lever of Cross-cultural Marketing; 4.3.3 Culturally Customised Communication; 4.3.4 Cross-culturally Customised Communication; 4.3.5 Some Cases of Culturally and Cross-culturally Customised Communication; 4.3.6 The Extra Step in Cross-cultural Communication; 4.4 The Distribution Policy as the New Attention to Retail. 4.4.1 What Is Changing in the Relationship Between Industry and Distribution?4.4.2 An Example of Display Space in the Pasta Sector; 4.4.3 The Distribution Policy in TES; 4.4.4 E-Commerce and E-Tailing; 4.5 A Pioneer of TES Marketing in the Textile Sector: Angelo "Jack" Zaninoni of Jack Set s.p.a; 4.6 Conclusions; References.
Series Title: International series in advanced management studies.
Responsibility: Mauro Cavallone.

Abstract:

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.

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