Customer Engagement Marketing

• Corporate Author: SpringerLink (Online service)
• Other Authors: Palmatier, Robert W. (Editor, http://id.loc.gov/vocabulary/relators/edt), Kumar, V. (Editor, http://id.loc.gov/vocabulary/relators/edt), Harmeling, Colleen M. (Editor, http://id.loc.gov/vocabulary/relators/edt)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2018.
• Edition: 1st ed. 2018.
• Subjects: Customer relations-Management.; Public relations.; Market research.; Customer Relationship Management.; Corporate Communication/Public Relations.; Market Research/Competitive Intelligence.

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strateg...

Table of Contents:

• 1. Customer Engagement Marketing
• 2. If you build it right, they will engage: A study of antecedent conditions of customer engagement
• 3. Measuring and Managing Customer Engagement Value through the Customer Journey. 4. Customer Engagement through Personalization and Customization
• 5. Managing Product Returns within the Customer Value Framework
• 6. Multi-Tier Loyalty Programs to Stimulate Customer Engagement
• 7. Happy Users, Grumpy Bosses: Current Community Engagement Literature and the Impact of Support Engagement in a B2B Setting on User and Upper Management Satisfaction
• 8. Customer Engagement and Employee Engagement: A Research Review and Agenda
• 9. The Disruptive Impact of Customer Engagement on the Business-to-Consumer Sales Force
• 10. Creating Stronger Brands through Consumer Experience and Engagement
• 11. From Customer to Partner Engagement: A Conceptualization and Typology of Engagement in B2B
• 12. Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy
• 13. The Emotional Engagement Paradox
• 14. Conclusion: Informing Customer Engagement Marketing and Future Research. .