Marketing and customer loyalty: the extra step approach
Auteur :
Cavallone, Mauro
Éditeur :
Springer International Publishing AG
ISBN :
9783319847924
Date de publication :
28 juil. 2018
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
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.