| 书目名称 | Customer Engagement in Theory and Practice |
| 副标题 | A Marketing Manageme |
| 编辑 | Katarzyna Żyminkowska |
| 视频video | |
| 概述 | 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 outcome |
| 图书封面 |  |
| 描述 | .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.. . . |
| 出版日期 | Book 2019 |
| 关键词 | network; CE management; consumer; customer value; consumer goods |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-030-11677-4 |
| isbn_ebook | 978-3-030-11677-4 |
| copyright | The Editor(s) (if applicable) and The Author(s) 2019 |
发表于 2025-3-21 19:19:58
