International Series in Advanced Management Studies

Marketing and Customer Loyalty

The Extra Step Approach

Authors: Cavallone, Mauro

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  • Investigates strategic actions to increase customer loyalty
  • Proposes The Extra Step approach as a way to move from customer provisioning to customer loyalty
  • Provides examples deriving from observations and empirical experiments involving different firms in Italy, Europe, and the United States
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eBook $84.99
price for USA in USD (gross)
  • ISBN 978-3-319-51991-3
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $109.99
price for USA in USD
  • ISBN 978-3-319-51990-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $109.99
price for USA in USD
  • ISBN 978-3-319-84792-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

About the authors

Mauro Cavallone began working at the University of Bergamo as an Assistant Professor after obtaining his first degree in Business Economics in 1980. Gradually, he went on to become Lecturer, Researcher, Associate Professor, and Director of the School of Management, a position in which he was in charge of coordinating postgraduate program activities. He is currently responsible for the “image and branding” of the university. His main research interests have always been customer relationship management, customer retention and satisfaction, and consumer behavior; this last aspect became a central theme of his work following his second degree in Sociology (1993). His professional experience has combined the academic and the business world. He worked for several companies over a period of nine years in Italy and also abroad, as a bank teller, in the foreign office, in the marketing department of First Pennsylvania Bank (Philadelphia), and as a sales and marketing manager in different sectors (mail order sales, electrical appliances, fashion). In 1990, he approached the consulting world and founded a company that is still active in the continuing education and training sector.

Table of contents (4 chapters)

Table of contents (4 chapters)

Buy this book

eBook $84.99
price for USA in USD (gross)
  • ISBN 978-3-319-51991-3
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $109.99
price for USA in USD
  • ISBN 978-3-319-51990-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $109.99
price for USA in USD
  • ISBN 978-3-319-84792-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Marketing and Customer Loyalty
Book Subtitle
The Extra Step Approach
Authors
Series Title
International Series in Advanced Management Studies
Copyright
2017
Publisher
Springer International Publishing
Copyright Holder
Springer International Publishing AG
eBook ISBN
978-3-319-51991-3
DOI
10.1007/978-3-319-51991-3
Hardcover ISBN
978-3-319-51990-6
Softcover ISBN
978-3-319-84792-4
Series ISSN
2366-8814
Edition Number
1
Number of Pages
XI, 126
Number of Illustrations
22 b/w illustrations
Topics