Marketing and Customer Loyalty

Marketing and Customer Loyalty

Author: Mauro Cavallone

Publisher: Springer

Published: 2017-05-10

Total Pages: 126

ISBN-13: 3319519913

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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.


Book Synopsis Marketing and Customer Loyalty by : Mauro Cavallone

Download or read book Marketing and Customer Loyalty written by Mauro Cavallone and published by Springer. This book was released on 2017-05-10 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Harvard Business Review on Increasing Customer Loyalty

Harvard Business Review on Increasing Customer Loyalty

Author: Harvard Business Review

Publisher: Harvard Business Press

Published: 2011

Total Pages: 234

ISBN-13: 1422162524

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How do you keep your customers coming back - and get them to bring others? This collection of HBR articles helps you: turn angry customers into loyal advocates; get more people to recommend you; boost customer satisfaction by satisfying your employees; and, focus on profitable customers - whether they're loyal or not.


Book Synopsis Harvard Business Review on Increasing Customer Loyalty by : Harvard Business Review

Download or read book Harvard Business Review on Increasing Customer Loyalty written by Harvard Business Review and published by Harvard Business Press. This book was released on 2011 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do you keep your customers coming back - and get them to bring others? This collection of HBR articles helps you: turn angry customers into loyal advocates; get more people to recommend you; boost customer satisfaction by satisfying your employees; and, focus on profitable customers - whether they're loyal or not.

Game-Based Marketing

Game-Based Marketing

Author: Gabe Zichermann

Publisher: John Wiley & Sons

Published: 2010-03-29

Total Pages: 240

ISBN-13: 0470562234

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Harness the power of games to create extraordinary customer engagement with Game-Based Marketing. Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most powerful way to create and engage a vibrant community is with game mechanics. By leveraging points, levels, badges, challenges, rewards and leaderboards – these innovators are dramatically lowering their customer acquisition costs, increasing engagement and building sustainable, viral communities. Game-Based Marketing unlocks the design secrets of mega-successful games like Zynga’s Farmville, World of Warcraft, Bejeweled and Project Runway to give you the power to create winning game-like experiences on your site/apps. Avoid obvious pitfalls and learn from the masters with key insights, such as: Why good leaderboards shouldn’t feature the Top 10 players. Most games are played as an excuse to socialize, not to achieve. Status is worth 10x more than cash to most consumers. Badges are not enough: but they are important. You don’t need to offer real-world prizing to run a blockbuster sweepstakes. And learn even more: How to architect a point system that works Designing the funware loop: the basics of points, badges, levels, leaderboards and challenges Maximizing the value and impact of badges Future-proofing your design Challenging users without distraction Based on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, Game-Based Marketing brings together the game mechanics expertise of a decade’s worth of research. Driven equally by big companies, startups, 40-year-old men and tween girls, the world is becoming increasingly more fun. Are you ready to play?


Book Synopsis Game-Based Marketing by : Gabe Zichermann

Download or read book Game-Based Marketing written by Gabe Zichermann and published by John Wiley & Sons. This book was released on 2010-03-29 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Harness the power of games to create extraordinary customer engagement with Game-Based Marketing. Gamification is revolutionizing the web and mobile apps. Innovative startups like Foursquare and Swoopo, growth companies like Gilt and Groupon and established brands like United Airlines and Nike all agree: the most powerful way to create and engage a vibrant community is with game mechanics. By leveraging points, levels, badges, challenges, rewards and leaderboards – these innovators are dramatically lowering their customer acquisition costs, increasing engagement and building sustainable, viral communities. Game-Based Marketing unlocks the design secrets of mega-successful games like Zynga’s Farmville, World of Warcraft, Bejeweled and Project Runway to give you the power to create winning game-like experiences on your site/apps. Avoid obvious pitfalls and learn from the masters with key insights, such as: Why good leaderboards shouldn’t feature the Top 10 players. Most games are played as an excuse to socialize, not to achieve. Status is worth 10x more than cash to most consumers. Badges are not enough: but they are important. You don’t need to offer real-world prizing to run a blockbuster sweepstakes. And learn even more: How to architect a point system that works Designing the funware loop: the basics of points, badges, levels, leaderboards and challenges Maximizing the value and impact of badges Future-proofing your design Challenging users without distraction Based on the groundbreaking work of game expert and successful entrepreneur Gabe Zichermann, Game-Based Marketing brings together the game mechanics expertise of a decade’s worth of research. Driven equally by big companies, startups, 40-year-old men and tween girls, the world is becoming increasingly more fun. Are you ready to play?

Customer Loyalty and Brand Management

Customer Loyalty and Brand Management

Author: María Jesús Yagüe Guillén

Publisher: MDPI

Published: 2019-09-23

Total Pages: 122

ISBN-13: 3039213350

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Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).


Book Synopsis Customer Loyalty and Brand Management by : María Jesús Yagüe Guillén

Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén and published by MDPI. This book was released on 2019-09-23 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

Customer Share Marketing

Customer Share Marketing

Author: Tom Osenton

Publisher: FT Press

Published: 2002

Total Pages: 315

ISBN-13: 0130671673

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This book is about how and why the world's leading marketers are growing Customer Share--successfully increasing the amount of business they get from their most loyal customers.


Book Synopsis Customer Share Marketing by : Tom Osenton

Download or read book Customer Share Marketing written by Tom Osenton and published by FT Press. This book was released on 2002 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about how and why the world's leading marketers are growing Customer Share--successfully increasing the amount of business they get from their most loyal customers.

Customer Loyalty

Customer Loyalty

Author: Jill Griffin

Publisher: Jossey-Bass

Published: 1997-06-26

Total Pages: 260

ISBN-13:

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Studies show that customer satisfaction does not equate with continued sales--it is the "loyal" customer who resists the competitor's tempting offers. This pragmatic guide outlines a savvy, seven-step process for turning prospects into customers and customers into loyal advocates.


Book Synopsis Customer Loyalty by : Jill Griffin

Download or read book Customer Loyalty written by Jill Griffin and published by Jossey-Bass. This book was released on 1997-06-26 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: Studies show that customer satisfaction does not equate with continued sales--it is the "loyal" customer who resists the competitor's tempting offers. This pragmatic guide outlines a savvy, seven-step process for turning prospects into customers and customers into loyal advocates.

Creating Customer Loyalty

Creating Customer Loyalty

Author: Chris Daffy

Publisher: Kogan Page Publishers

Published: 2019-04-03

Total Pages: 265

ISBN-13: 0749484314

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Consumer-facing and business-to-business organizations know that if they get their approach to customers right, they will be rewarded with unprecedented customer loyalty. This will lead to increased market share, improved sales, an enhanced reputation and higher profitability. Despite this, many of today's companies fail to recognize that the notable improvements in their service delivery are not keeping up with increased customer expectations. Creating Customer Loyalty outlines simple, easy to understand strategies for creating a sustainable customer loyalty management programme that will win loyal customers. Demonstrating how to focus solely on the things that enable and enhance success, this book shows how to make loyalty a habit and structure a business that attracts and retains the best customers. Using examples from both UK and international companies such as Lexus, Aldi, Dyson, The Ritz-Carlton and Virgin Atlantic, Creating Customer Loyalty explains why customer experience management alone does not build lasting loyalty, and why customer expectation and customer memory management are essential. It outlines how to make every occasion epic by removing those 'ouch' moments, replacing them with 'wow' experiences, and developing dazzling recovery techniques to create unforgettable stories and positive memories.


Book Synopsis Creating Customer Loyalty by : Chris Daffy

Download or read book Creating Customer Loyalty written by Chris Daffy and published by Kogan Page Publishers. This book was released on 2019-04-03 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer-facing and business-to-business organizations know that if they get their approach to customers right, they will be rewarded with unprecedented customer loyalty. This will lead to increased market share, improved sales, an enhanced reputation and higher profitability. Despite this, many of today's companies fail to recognize that the notable improvements in their service delivery are not keeping up with increased customer expectations. Creating Customer Loyalty outlines simple, easy to understand strategies for creating a sustainable customer loyalty management programme that will win loyal customers. Demonstrating how to focus solely on the things that enable and enhance success, this book shows how to make loyalty a habit and structure a business that attracts and retains the best customers. Using examples from both UK and international companies such as Lexus, Aldi, Dyson, The Ritz-Carlton and Virgin Atlantic, Creating Customer Loyalty explains why customer experience management alone does not build lasting loyalty, and why customer expectation and customer memory management are essential. It outlines how to make every occasion epic by removing those 'ouch' moments, replacing them with 'wow' experiences, and developing dazzling recovery techniques to create unforgettable stories and positive memories.

The Customer Loyalty Loop

The Customer Loyalty Loop

Author: Noah Fleming

Publisher: Red Wheel/Weiser

Published: 2016-11-21

Total Pages: 233

ISBN-13: 1632659352

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How do you grow a truly sustainable business in the hypercompetitive 21st century? By using the practical, psychology-based strategies in this book to dive into the mind of your customer and enhance your business’s customer experience by creating “buying loops” that keep your customers coming back for more. The Customer Loyalty Loop includes proven, science-backed secrets for building legions of loyal customers who will become evangelists for your business, buy from you repeatedly, and actually enjoy doing business with you. You will learn a wide variety of simple but powerfully effective strategies, such as: How to stop using gimmicks and trick promotions to encourage repeat business, and what to do instead that will keep your customers coming back for more. How to use the “Butler Secret” to achieve results superior to any marketing campaign or promotion you’ll ever dream up. Why providing the best customer service isn’t enough anymore, and what you must do instead if you want your business to keep growing in the 21st century. The “Bentley Strategy” that will immediately and dramatically increase customer loyalty to your business. And many more proven tactics and strategies.


Book Synopsis The Customer Loyalty Loop by : Noah Fleming

Download or read book The Customer Loyalty Loop written by Noah Fleming and published by Red Wheel/Weiser. This book was released on 2016-11-21 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do you grow a truly sustainable business in the hypercompetitive 21st century? By using the practical, psychology-based strategies in this book to dive into the mind of your customer and enhance your business’s customer experience by creating “buying loops” that keep your customers coming back for more. The Customer Loyalty Loop includes proven, science-backed secrets for building legions of loyal customers who will become evangelists for your business, buy from you repeatedly, and actually enjoy doing business with you. You will learn a wide variety of simple but powerfully effective strategies, such as: How to stop using gimmicks and trick promotions to encourage repeat business, and what to do instead that will keep your customers coming back for more. How to use the “Butler Secret” to achieve results superior to any marketing campaign or promotion you’ll ever dream up. Why providing the best customer service isn’t enough anymore, and what you must do instead if you want your business to keep growing in the 21st century. The “Bentley Strategy” that will immediately and dramatically increase customer loyalty to your business. And many more proven tactics and strategies.

Loyalty.com

Loyalty.com

Author: Frederick Newell

Publisher: McGraw-Hill Companies

Published: 2002

Total Pages: 358

ISBN-13: 9780071387828

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Packed with case studies and real-world examples, "loyalty.com" reveals what the latest technology shifts mean to marketers in every field and outlines the fundamentals needed to build customer loyalty that will last.


Book Synopsis Loyalty.com by : Frederick Newell

Download or read book Loyalty.com written by Frederick Newell and published by McGraw-Hill Companies. This book was released on 2002 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Packed with case studies and real-world examples, "loyalty.com" reveals what the latest technology shifts mean to marketers in every field and outlines the fundamentals needed to build customer loyalty that will last.

Relationship Marketing

Relationship Marketing

Author: Thorsten Hennig-Thurau

Publisher: Springer Science & Business Media

Published: 2013-06-29

Total Pages: 454

ISBN-13: 3662097451

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Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS


Book Synopsis Relationship Marketing by : Thorsten Hennig-Thurau

Download or read book Relationship Marketing written by Thorsten Hennig-Thurau and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 454 pages. Available in PDF, EPUB and Kindle. Book excerpt: Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS