Customer Engagement Marketing

ISBN-13: 9783319619842 / Angielski / Twarda / 2017 / 328 str.

Robert W. Palmatier; V. Kumar; Colleen M. Harmeling

Opis

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.

Spis treści

1. Customer Engagement Marketing

PART 1: Antecedents of Engagement

2. If you build it right, they will engage: A study of antecedent conditions of customer engagement 

3. Measuring and Managing Customer Engagement Value through the Customer Journey 

4. Customer Engagement through Personalization and Customization 

5. Managing Product Returns within the Customer Value Framework

6. Multi-Tier Loyalty Programs to Stimulate Customer Engagement 

7. Happy Users, Grumpy Bosses: Current Community Engagement Literature and the Impact of Support Engagement in a B2B Setting on User and Upper Management Satisfaction 

PART 2: Consequences of Customer Engagement

8. Customer Engagement and Employee Engagement: A Research Review and Agenda 

9. The Disruptive Impact of Customer Engagement on the Business-to-Consumer Sales Force 

PART 3: Application Context of Customer Engagement

10. Creating Stronger Brands through Consumer Experience and Engagement 

11. From Customer to Partner Engagement: A Conceptualization and Typology of Engagement in B2B 

12. Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy 

13. The Emotional Engagement Paradox 

14. Conclusion: Informing Customer Engagement Marketing and Future Research 

O autorze

Robert W. Palmatier is Professor of Marketing at the University of Washington, USA. He is the Editor-in Chief of Journal of Academy of Marketing Science. 

V. Kumar (VK) is the Regents Professor, Richard and Susan Lenny Distinguished Chair, and Professor in Marketing at Georgia State University, USA. VK has published over 250 articles, 25 books and has received over 25 Research and Teaching Excellence Awards.

Colleen Harmeling is Assistant Professor of Marketing and Dean’s Emerging Scholar at Florida State University, USA. Her research has appeared in Journal of Marketing, Journal of International Business Studies, Marketing Science Institute Working Paper Series, and has been presented at numerous marketing conferences.

Blurb

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.