Overview
- Combines theory and practice to present a comprehensive framework for managing customer engagement
- Identifies the challenges of implementing customer engagement processes in firms
- Explores the outcomes and consequences of customer engagement, at firm-level and individual-level
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Table of contents (7 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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.
Authors and Affiliations
About the author
Katarzyna Żyminkowska is Associate Professor and Head of the Marketing & Entrepreneurship Department at the University of Bielsko-Biala, Poland. She has also worked for the University of Economics in Katowice, and has served for many years as business consultant to Polish and international companies.
Bibliographic Information
Book Title: Customer Engagement in Theory and Practice
Book Subtitle: A Marketing Management Perspective
Authors: Katarzyna Żyminkowska
DOI: https://doi.org/10.1007/978-3-030-11677-4
Publisher: Palgrave Pivot Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2019
Hardcover ISBN: 978-3-030-11676-7Published: 08 March 2019
eBook ISBN: 978-3-030-11677-4Published: 27 February 2019
Edition Number: 1
Number of Pages: XIX, 159
Number of Illustrations: 23 b/w illustrations, 22 illustrations in colour
Topics: Customer Relationship Management, Consumer Behavior, Organization, Online Marketing/Social Media, Project Management