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Customer Engagement in Theory and Practice: A Marketing Management Perspective

Autor Katarzyna Żyminkowska
en Limba Engleză Hardback – 8 mar 2019
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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Specificații

ISBN-13: 9783030116767
ISBN-10: 303011676X
Pagini: 155
Ilustrații: XIX, 159 p. 45 illus., 22 illus. in color.
Dimensiuni: 148 x 210 mm
Greutate: 0.45 kg
Ediția:1st ed. 2019
Editura: Springer International Publishing
Colecția Palgrave Pivot
Locul publicării:Cham, Switzerland

Cuprins

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.

Notă biografică

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.

Textul de pe ultima copertă

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.
 

Caracteristici

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