rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Marketing and Customer Loyalty
    sub title: The Extra Step Approach
  name:
    name part: Cavallone, Mauro.
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: gw
    date issued: 2017
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: XI, 126 p. 22 illus. online resource.
  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. .
  table of contents: 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.
  note: by Mauro Cavallone.
  subject:
    topic: Business
  subject:
    topic: Customer relations
    topic: Management
  subject:
    topic: Business and Management
  subject:
    topic: Customer Relationship Management
  subject:
    topic: Consumer Behavior
  classification: HF5415.5-HF5415.53
  classification: 658.812
  related item:
    title info:
      title: Springer eBooks
  related item:
    title info:
      title: International Series in Advanced Management Studies
  identifier: 9783319519913
  identifier: http://dx.doi.org/10.1007/978-3-319-51991-3
  record info:
    record creation date: 170510
    record change date: 20170510141610.0
    record identifier: 978-3-319-51991-3