Marketing and Customer Loyalty: The Extra Step Approach by Mauro Cavallone PDF

By Mauro Cavallone

This e-book analyzes the evolution of selling and the ways that advertising activities should be rendered more desirable, sooner than starting off a brand new method of advertising and marketing, termed the additional Step (TES) in popularity of the significance that it attributes to the ultimate extra step in bettering the effectiveness of promoting efforts. Readers will locate transparent description of the pathway from buy to loyalty and many of the technique of constructing patron loyalty. it really is defined how the TES process is going one step extra by means of contemplating the patron as a associate whose involvement throughout the creation and wonderful tuning part of goods and companies might help to extend the potency of purchaser loyalty activities applied through businesses. The theoretical research is supported by way of observations and empirical facts on the subject of the innovations and merits of the TES procedure. those examples quandary businesses in Italy, Europe, and the USA, together with assurance businesses, pharmaceutical businesses and pharmacies, and nutrients distribution businesses. The TES technique is of huge relevance and particularly legitimate for the provider sector.

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

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