Marketing and Customer Loyalty (eBook)

Mauro Cavallone began working at the University of Bergamo as an Assistant Professor after obtaining his first degree in Business Economics in 1980. Gradually, he went on to become Lecturer, Researcher, Associate Professor, and Director of the School of Management, a position in which he was in charge of coordinating postgraduate program activities. He is currently responsible for the “image and branding” of the university. His main research interests have always been customer relationship management, customer retention and satisfaction, and consumer behavior; this last aspect became a central theme of his work following his second degree in Sociology (1993). His professional experience has combined the academic and the business world. He worked for several companies over a period of nine years in Italy and also abroad, as a bank teller, in the foreign office, in the marketing department of First Pennsylvania Bank (Philadelphia), and as a sales and marketing manager in different sectors (mail order sales, electrical appliances, fashion). In 1990, he approached the consulting world and founded a company that is still active in the continuing education and training sector.

Preface 6
Acknowledgements 8
Contents 9
1 A Brief History of Marketing—65-Years of Journey from 1948 to 2013 12
Abstract 12
1.1 Some Considerations on the Current Role of Marketing 12
1.2 A Brief History of the Concept of Marketing 14
1.2.1 Some Elements Highlighting the Evolution of Marketing 15
1.3 Why Is Marketing Under Investigation Today? 18
1.3.1 Gaps and Schisms in the Concept of Marketing Reported in Literature 18
1.3.2 Seven Situations that Have Weakened the Validity of the Proposals of Marketing 21
References 25
2 Strategic Action: Four Elements for Increasing the Effectiveness of Marketing Actions 28
Abstract 28
2.1 Awareness of the Value of the Offer and Competitiveness 28
2.1.1 Awareness of the Value of the Offer 29
2.1.2 The Concepts of Rolling Competitive Advantage and Rolling Competitive Strategy 30
2.2 The Four Steps from the Purchase to Customer Loyalty 30
2.2.1 Purchase 30
2.2.2 Repurchase 36
2.2.3 Retention 42
2.2.4 Customer Loyalty 46
2.3 The Analysis of Customer Performance 55
2.3.1 Analysis of the Performance on the Customer 55
2.3.2 Analysis of the Performance by the Customer 60
2.4 Four Ways of Developing Customer Loyalty 64
2.4.1 Loyalty and Enchantment 64
2.4.2 Customer Penetration 65
2.4.3 Clusterization and Customerization 66
2.4.4 Target Cluster Penetration 66
References 67
3 TES Marketing 73
Abstract 73
3.1 The Main Constituents of TES Marketing 73
3.2 Step by Step to the Extra Step: The Operative Approach of TES Marketing 76
3.3 Involvement as the Essence of TES Marketing 81
3.3.1 The “Information—Relationship” Matrix 83
References 89
4 The TES Marketing Mix 92
Abstract 92
4.1 The Product as the Result of Co-design 93
4.1.1 Market Research as a Forerunner of Co-design 94
4.1.2 Co-design: Definition and First Theoretical Assumptions 95
4.1.3 The GIFT Theory as the Basis for Co-design Construction 97
4.1.4 The Case of Nissan IDx 99
4.2 Price as Value 100
4.2.1 Introduction to the Value 100
4.2.2 Value According to TES Marketing 102
4.2.3 The Case of Bossong s.p.a. 107
4.3 Advertising as Cross-cultural Communication 108
4.3.1 The Manifestations of Culture 109
4.3.2 Communication as the Lever of Cross-cultural Marketing 110
4.3.3 Culturally Customised Communication 111
4.3.4 Cross-culturally Customised Communication 112
4.3.5 Some Cases of Culturally and Cross-culturally Customised Communication 114
4.3.6 The Extra Step in Cross-cultural Communication 118
4.4 The Distribution Policy as the New Attention to Retail 119
4.4.1 What Is Changing in the Relationship Between Industry and Distribution? 119
4.4.2 An Example of Display Space in the Pasta Sector 121
4.4.3 The Distribution Policy in TES 121
4.4.4 E-Commerce and E-Tailing 124
4.5 A Pioneer of TES Marketing in the Textile Sector: Angelo “Jack” Zaninoni of Jack Set s.p.a 127
4.6 Conclusions 129
References 131