Marketing and customer loyalty : the extra step approach

• Main Author: Cavallone, Mauro (Author)
• Format: Electronic eBook
• Language: English
• Published: Cham, Switzerland : Springer, [2017]
• Series: International series in advanced management studies.
• Subjects: Marketing.; Customer loyalty.; elektronické knihy; electronic books
• ISBN: 9783319519913; 9783319519906
• Physical Description: 1 online resource

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:

• 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.