EAN: 9783030116767

CUSTOMER ENGAGEMENT IN THEORY AND PRACTICE - KA...

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.

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