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Customer Engagement in Theory and Practice = A Marketing Management Perspective /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Customer Engagement in Theory and Practice/ by Katarzyna Żyminkowska.
其他題名:	A Marketing Management Perspective /
作者:	Żyminkowska, Katarzyna.
面頁冊數:	XIX, 159 p. 45 illus., 22 illus. in color.online resource. :
Contained By:	Springer Nature eBook
標題:	Customer relations—Management. -
電子資源:	https://doi.org/10.1007/978-3-030-11677-4
ISBN:	9783030116774

Customer Engagement in Theory and Practice = A Marketing Management Perspective /
Żyminkowska, Katarzyna.

Customer Engagement in Theory and PracticeA Marketing Management Perspective /[electronic resource] :by Katarzyna Żyminkowska. - 1st ed. 2019. - XIX, 159 p. 45 illus., 22 illus. in color.online resource.

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.

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. .

ISBN: 9783030116774

Standard No.: 10.1007/978-3-030-11677-4doiSubjects--Topical Terms:

1259384
Customer relations—Management.

LC Class. No.: HF5415.5-5415.53

Dewey Class. No.: 658.812

Customer Engagement in Theory and Practice = A Marketing Management Perspective /
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