Customer Engagement Marketing

1. Front Matter

   Pages i-xviii

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2. Customer Engagement Marketing

   • Anita Pansari, V. Kumar

   Pages 1-27

3. Antecedents of Engagement

   1. Front Matter

      Pages 29-29

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   2. If You Build It Right, They Will Engage: A Study of Antecedent Conditions of Customer Engagement

      • Shiri D. Vivek, Sharon E. Beatty, Melanie Hazod

      Pages 31-51

   3. Measuring and Managing Customer Engagement Value Through the Customer Journey

      • Rajkumar Venkatesan, J. Andrew Petersen, Leandro Guissoni

      Pages 53-74

   4. Customer Engagement Through Personalization and Customization

      • Alexander Bleier, Arne De Keyser, Katrien Verleye

      Pages 75-94

   5. Managing Product Returns Within the Customer Value Framework

      • Alec Minnema, Tammo H. A. Bijmolt, J. Andrew Petersen, Jeffrey D. Shulman

      Pages 95-118

   6. Multi-tier Loyalty Programs to Stimulate Customer Engagement

      • Tammo H. A. Bijmolt, Manfred Krafft, F. Javier Sese, Vijay Viswanathan

      Pages 119-139

   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

      • Sander F. M. Beckers, Sterling A. Bone, Paul W. Fombelle, Jenny van Doorn, Peter C. Verhoef, Kristal R. Ray

      Pages 141-169

4. Consequences of Customer Engagement

   1. Front Matter

      Pages 171-171

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   2. Customer Engagement and Employee Engagement: A Research Review and Agenda

      • Vikas Mittal, Kyuhong Han, Robert A. Westbrook

      Pages 173-201

   3. The Disruptive Impact of Customer Engagement on the Business-to-Consumer Sales Force

      • Bryan W. Hochstein, Willy Bolander

      Pages 203-218

5. Application Context of Customer Engagement

   1. Front Matter

      Pages 219-219

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   2. Creating Stronger Brands Through Consumer Experience and Engagement

      • Bobby J. Calder, Linda D. Hollebeek, Edward C. Malthouse

      Pages 221-242

   3. From Customer to Partner Engagement: A Conceptualization and Typology of Engagement in B2B

      • Werner J. Reinartz, Manuel Berkmann

      Pages 243-268

   4. Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy

      • Richie L. Liu, David E. Sprott, Eric R. Spangenberg, Sandor Czellar

      Pages 269-292

   5. The Emotional Engagement Paradox

      • Lerzan Aksoy, Timothy L. Keiningham, Alexander Buoye, Joan Ball

      Pages 293-305

   6. Conclusion: Informing Customer Engagement Marketing and Future Research

      • Colleen M. Harmeling, Jordan W. Moffett, Robert W. Palmatier

      Pages 307-323

6. Back Matter

   Pages 325-328

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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 strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.  

• customer engagement
• marketing
• strategy
• product innovation
• consumer relations
• consumer behavior
• relationship management

• Foster School of Business, University of Washington, Seattle, USA

  Robert W. Palmatier

• Georgia State University, Atlanta, USA

  V. Kumar

• Florida State University, Tallahassee, USA

  Colleen M. Harmeling

Robert W. Palmatier is Professor of Marketing at the University of Washington, USA. He is the Editor-in Chief of Journal of Academy of Marketing Science. 


V. Kumar (VK) is the Regents Professor, Richard and Susan Lenny Distinguished Chair, and Professor in Marketing at Georgia State University, USA. VK has published over 250 articles, 25 books and has received over 25 Research and Teaching Excellence Awards.


Colleen Harmeling is Assistant Professor of Marketing and Dean’s Emerging Scholar at Florida State University, USA. Her research has appeared in Journal of Marketing, Journal of International Business Studies, Marketing Science Institute Working Paper Series, and has been presented at numerous marketing conferences.

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