Customer Engagement in Theory and Practice: A Marketing Management Perspective (1st ed. 2019)
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- Synopsis
- 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 engagement by analysing empirical data compiled from firms operating in the consumer goods and services sectors, as well as from the consumers themselves. An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.
- Copyright:
- 2019
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9783030116774
- Related ISBNs:
- 9783030116767
- Publisher:
- Springer International Publishing
- Date of Addition:
- 04/29/19
- Copyrighted By:
- Springer
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Computers and Internet, Business and Finance, Sociology
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
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