IDEAS home Printed from https://ideas.repec.org/h/spr/isichp/978-3-319-51991-3_2.html
   My bibliography  Save this book chapter

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

In: Marketing and Customer Loyalty

Author

Listed:
  • Mauro Cavallone

    (University of Bergamo)

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”.

Suggested Citation

  • Mauro Cavallone, 2017. "Strategic Action: Four Elements for Increasing the Effectiveness of Marketing Actions," International Series in Advanced Management Studies, in: Marketing and Customer Loyalty, chapter 0, pages 17-61, Springer.
    • Handle: RePEc:spr:isichp:978-3-319-51991-3_2
    DOI: 10.1007/978-3-319-51991-3_2
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:isichp:978-3-319-51991-3_2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.