Marketing and Customer Loyalty The Extra Step Approach
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 fi
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Mauro Cavallone
Marketing and Customer Loyalty The Extra Step Approach
International Series in Advanced Management Studies Editor-in-chief Alberto Pastore, Sapienza University of Rome, Rome, Italy Series editors Giovanni Battista Dagnino, University of Catania, Catania, Italy Marco Frey, Sant’Anna School of Advanced Studies, Pisa, Italy Christian Grönroos, Hanken School of Economics, Helsinki, Finland Michael Haenlein, ESCP Europe, Paris, France Charles F. Hofacker, Florida State University, Tallahassee, FL, USA Anne Huff, Maynooth University, Maynooth, Ireland Morten Huse, BI Norwegian Business School, Oslo, Norway Gennaro Iasevoli, Lumsa University, Rome, Italy Andrea Moretti, University of Udine, Udine, Italy Fabio Musso, University of Urbino, Urbino, Italy Mustafa Ozbilgin, Brunel University London, Uxbridge, UK Paolo Stampacchia, University of Naples Federico II, Naples, Italy Luca Zanderighi, University of Milan, Milan, Italy Assistant editor Michela Matarazzo, Marconi University, Rome, Italy
More information about this series at http://www.springer.com/series/15195
Mauro Cavallone
Marketing and Customer Loyalty The Extra Step Approach
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Mauro Cavallone Department of Management, Economics and Quantitative Methods University of Bergamo Bergamo Italy
ISSN 2366-8814 ISSN 2366-8822 (electronic) International Series in Advanced Management Studies ISBN 978-3-319-51990-6 ISBN 978-3-319-51991-3 (eBook) DOI 10.1007/978-3-319-51991-3 Library of Congress Control Number: 2017935824 Translation from the Italian language edition: L’approccio TES marketing - Dal delivered mix alla fidelizzazione by Mauro Cavallone, © FrancoAngeli 2016. All Rights Reserved. © Springer International Publishing AG 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer
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