Hidden Bibliographic Details
| ISBN: | 9783319519913
3319519913
9783319519906
3319519905
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| Digital file characteristics: | text file PDF
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| Notes: | Includes bibliographical references.
Online resource; title from PDF title page (EBSCO, viewed June 2, 2017).
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| 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 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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| Other form: | Print version: Cavallone, Mauro. Marketing and customer loyalty. Cham, Switzerland : Springer, [2017] 3319519905 9783319519906
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| Standard no.: | 10.1007/978-3-319-51991-3
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