 TES MarketingMauro Cavallone ()
Chapter Chapter 3 in Marketing and Customer Loyalty, 2017, pp 63-81 from Springer Abstract: Abstract TES, an acronym for The Extra Step from which the book derives its name, is introduced in this chapter and, after a description and analysis of the main principles, the research question investigated is: “Is it possible to create/provide a product/service and at the same time make customers loyal by acting on the delivered mix?” and TES Marketing wants to be the answer. TES marketing materialises as a new way of creating the offer and enables the elements of the existing marketing mix to be examined in order to pinpoint the appropriate lever on which to intervene (one or more “Ps”). The purpose is to make the buying experience such as to combine the provision of goods or services with loyalty, especially in those sectors in which the offer of the direct competitor is similar or comparable to that of the firm. In this chapter is considered the role of consumer involvement. It can be defined as the very essence of TES marketing as, on one side, it represents what inspires the effort of constantly making the extra step, while on the other side it permeates every strategic and operative aspect of such an approach. Keywords: Brand Equity; Customer Loyalty; Marketing Action; Brand Loyalty; Extra Step (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:isichp:978-3-319-51991-3_3 Ordering information: This item can be ordered from DOI: 10.1007/978-3-319-51991-3_3 Access Statistics for this chapter More chapters in International Series in Advanced Management Studies from Springer |
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