£31.80

Springer Marketing and Customer Loyalty: The Extra Step Approach (International Series in Advanced Management Studies)

Name: Marketing and Customer Loyalty: The Extra Step Approach (International Series in Advanced Management Studies)
Brand: Springer
Price: 31.8 GBP
Availability: InStock

Motivation

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Description

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.

Product Specifications

Brand: Springer
Format: hardcover
ASIN: 3319519905
Category: Books > Subjects > Business, Finance & Law > Management > Management Skills > Motivation
Domain: Amazon UK
Release Date: 18 May 2017
Listed Since: 01 December 2016

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Springer Marketing and Customer Loyalty: The Extra Step Approach (International Series in Advanced Management Studies)

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