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Strategic Action: Four Elements for Increasing the Effectiveness of Marketing Actions

  • Mauro Cavallone
Chapter
Part of the International Series in Advanced Management Studies book series (ISAMS)

Abstract

The second chapter concentrates on strategic action and on the ways to increase customer loyalty and refers to: • two points linked to the uniqueness of the offer and the dynamics for managing the competitive advantage; • the four steps leading from the purchase to customer loyalty; • the analyses of the performance of and on the customer; • four methods for developing customer loyalty. These elements define the strategic action, understood as the fulfilment of the activities carried out to achieve customer hyper-loyalty. Such activities contain, in the way they present themselves, elements linked to the strategy underpinning them. To ensure the effectiveness of every marketing action, it is crucial to know and analyse the four steps (purchase, repeat purchase, retention, loyalty) that form the path leading from the purchase to loyalty as presented below. The objective stated is two-fold: on one side it is to analyse every single component as having its own significance; on the other, it is to identify, where possible, a common theme that is logical as far as content is concerned and sequential with regard to process and which defines the path followed by the “steps”.

Keywords

Customer Satisfaction Customer Relationship Management Customer Loyalty Individual Customer Customer Retention 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.Department of Management, Economics and Quantitative MethodsUniversity of BergamoBergamoItaly

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