Marketing and Customer Loyalty

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.

• 1 A brief history of Marketing - 65-years of journey  from 1948 to 2013.- 2 Strategic action: four elements for increasing the effectiveness of marketing actions.- 3 TES marketing.- 4 The TES marketing mix.