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.
- ISBN13 9783030116767
- Publish Date 8 March 2019
- Publish Status Active
- Publish Country CH
- Imprint Springer Nature Switzerland AG
- Edition 1st ed. 2019
- Format Hardcover
- Pages 159
- Language English