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Customer engagement in theory and pr...

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Customer engagement in theory and practicea marketing management perspective /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Customer engagement in theory and practiceby Katarzyna Zyminkowska.
其他題名:	a marketing management perspective /
作者:	Zyminkowska, Katarzyna.
出版者:	Cham :Springer International Publishing :2019.
面頁冊數:	xix, 159 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Marketing.
電子資源:	https://doi.org/10.1007/978-3-030-11677-4
ISBN:	9783030116774$q(electronic bk.)

Customer engagement in theory and practicea marketing management perspective /
Zyminkowska, Katarzyna.

Customer engagement in theory and practicea marketing management perspective /[electronic resource] :by Katarzyna Zyminkowska. - Cham :Springer International Publishing :2019. - xix, 159 p. :ill., digital ;24 cm.

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$q(electronic bk.)

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

182957
Marketing.

LC Class. No.: HF5415

Dewey Class. No.: 658.8

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