Customer engagement marketing

✍ Scribed by Harmeling, Colleen M.; Kumar, V.; Palmatier, Robert W

Publisher: Palgrave Macmillan
Year: 2018
Tongue: English
Leaves: 332
Category: Library

No coin nor oath required. For personal study only.

✦ Synopsis

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.

✦ Table of Contents

Front Matter ....Pages i-xviii
Customer Engagement Marketing (Anita Pansari, V. Kumar)....Pages 1-27
Front Matter ....Pages 29-29
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
Measuring and Managing Customer Engagement Value Through the Customer Journey (Rajkumar Venkatesan, J. Andrew Petersen, Leandro Guissoni)....Pages 53-74
Customer Engagement Through Personalization and Customization (Alexander Bleier, Arne De Keyser, Katrien Verleye)....Pages 75-94
Managing Product Returns Within the Customer Value Framework (Alec Minnema, Tammo H. A. Bijmolt, J. Andrew Petersen, Jeffrey D. Shulman)....Pages 95-118
Multi-tier Loyalty Programs to Stimulate Customer Engagement (Tammo H. A. Bijmolt, Manfred Krafft, F. Javier Sese, Vijay Viswanathan)....Pages 119-139
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
Front Matter ....Pages 171-171
Customer Engagement and Employee Engagement: A Research Review and Agenda (Vikas Mittal, Kyuhong Han, Robert A. Westbrook)....Pages 173-201
The Disruptive Impact of Customer Engagement on the Business-to-Consumer Sales Force (Bryan W. Hochstein, Willy Bolander)....Pages 203-218
Front Matter ....Pages 219-219
Creating Stronger Brands Through Consumer Experience and Engagement (Bobby J. Calder, Linda D. Hollebeek, Edward C. Malthouse)....Pages 221-242
From Customer to Partner Engagement: A Conceptualization and Typology of Engagement in B2B (Werner J. Reinartz, Manuel Berkmann)....Pages 243-268
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
The Emotional Engagement Paradox (Lerzan Aksoy, Timothy L. Keiningham, Alexander Buoye, Joan Ball)....Pages 293-305
Conclusion: Informing Customer Engagement Marketing and Future Research (Colleen M. Harmeling, Jordan W. Moffett, Robert W. Palmatier)....Pages 307-323
Back Matter ....Pages 325-328

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