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The TES Marketing Mix

In: Marketing and Customer Loyalty

Author

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  • Mauro Cavallone

    (University of Bergamo)

Abstract

The TES marketing mix is examined in this chapter which recommends moving from customer provisioning to customer loyalty combining the supply of products/services with customer loyalty. In particular, the variables identified (“Ps”) have been checked against reports in literature to support the theoretical contents of the monograph and as a further link with business reality. The Tes marketing mix is provided with some practical examples: • Product: co-design (training programme for pharmaceutical sales representatives); • Price: breakdown of the value drivers (insurance sector and pharmacies); • Advertising: cross-cultural communication (examples from the automotive sector, etc.); • Distribution policy: Tes Retail Specialist (food distribution). Interviews, observations and empirical surveys have been carried out regarding the concepts and concrete effects of the TES approach to support the explanation of the research question. At the end of the chapter the “Information—Relationship” matrix is presented. It is an instrument with which the marketing actions linked to customer involvement can be gathered and attributed as it identifies both the four main types of customer present on the market and the possible behavioural approaches to be adopted with the same.

Suggested Citation

  • Mauro Cavallone, 2017. "The TES Marketing Mix," International Series in Advanced Management Studies, in: Marketing and Customer Loyalty, chapter 0, pages 83-126, Springer.
    • Handle: RePEc:spr:isichp:978-3-319-51991-3_4
    DOI: 10.1007/978-3-319-51991-3_4
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