Handbook of Research on Customer Engagement

ISBN-13: 9781788114882 / Angielski / Twarda / 2019 / 544 str.

Linda D. Hollebeek;David E. Sprott

Opis

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study. Providing vital insights into current theoretical and practical treatments of customer engagement, chapters engage with a broad cross-section of state-of-the-art research. Covering the importance of customer engagement in broader marketing practices, conceptual relationships, organizational performance and networks, this Handbook grapples with both conceptual and empirical research to offer insight into current and rapidly emerging research issues. Featuring a broad theoretical scope, this Handbook attends to a rapidly growing international community of researchers in customer engagement. Scholars from related fields, including management, economics and sociology will also benefit from the range of applications of customer engagement research. This book is also crucial for marketing managers looking to improve and refine marketing environments.