Customer Engagement in Theory and Practice A Marketing Management Perspective /

• Main Author: Żyminkowska, Katarzyna (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Pivot, 2019.
• Edition: 1st ed. 2019.
• Subjects: Customer relations-Management.; Motivation research (Marketing).; Organization.; Planning.; Internet marketing.; Project management.; Customer Relationship Management.; Consumer Behavior.; Online Marketing/Social Media.; Project Management.

Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer eng...

Table of Contents:

• 1. Concepts of Customer Activism
• 2. Interpreting Customer Engagement in the Marketing Discipline
• 3. Placing Customer Engagement within Marketing Management
• 4. Why Do Customers Engage?
• 5. Firms' Practices in Customer Engagement Management
• 6. Customer Engagement Trends and Perspectives in Modern Business.