Marketing and Customer Loyalty The Extra Step Approach /

• Main Author: Cavallone, Mauro (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2017.
• Series: International Series in Advanced Management Studies,
• Subjects: Business.; Customer relations > Management.; Business and Management.; Customer Relationship Management.; Consumer Behavior.

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...

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.