Marketing and Customer Loyalty

The Extra Step Approach

  • Mauro Cavallone

Part of the International Series in Advanced Management Studies book series (ISAMS)

Table of contents

  1. Front Matter
    Pages i-xi
  2. Mauro Cavallone
    Pages 63-81
  3. Mauro Cavallone
    Pages 83-126

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. 


The Extra Step marketing approach TES marketing model customer loyalty offer and competitiveness clientele performance customization marketing actions marketing strategies e-commerce delivered mix

Authors and affiliations

  • Mauro Cavallone
    • 1
  1. 1.Department of Management, Economics and Quantitative MethodsUniversity of BergamoBergamoItaly

Bibliographic information

  • DOI
  • Copyright Information Springer International Publishing AG 2017
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-51990-6
  • Online ISBN 978-3-319-51991-3
  • Series Print ISSN 2366-8814
  • Series Online ISSN 2366-8822
  • Buy this book on publisher's site
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Finance, Business & Banking