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Customer engagement marketing / Robert W. Palmatier, V. Kumar, Colleen M. Harmeling, editors

Published
Cham, Switzerland : Palgrave Macmillan, [2018]
Copyright Date
©2018
Physical Description
xviii, 328 pages ; 22 cm
Additional Creators
Palmatier, Robert W., Kumar, V., 1957-, and Harmeling, Colleen M.

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Contents
Customer engagement marketing -- If you build it right, they will engage: a study of antecedent conditions of customer engagement -- Measuring and managing customer engagement value through the customer journey -- Customer engagement through personalization and customization -- Managing product returns within the customer value framework -- Multi-tier loyalty programs to stimulate customer engagement -- Happy users, grumpy bosses: current community engagement literature and the impact of support engagement in a B2B setting on user and upper management satisfaction -- Customer engagement and employee engagement: a research review and agenda -- The disruptive impact of customer engagement on the business-to-consumer sales force -- Creating stronger brands through consumer experience and engagement -- From customer to partner engagement: a conceptualization and typology of engagement in B2B -- Engaging with brands: the influence of dispositional and situational brand engagement on customer advocacy -- The emotional engagement paradox -- Conclusion: Informing customer engagement marketing and future research.
Subject(s)
ISBN
9783319619842
3319619845
Bibliography Note
Includes bibliographical references and index.
View MARC record | catkey: 23111918