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Customer Engagement in Theory and Practice: A Marketing Management Perspective

Description

1st ed. 2019 edition 

by Katarzyna Żyminkowska (Author) 

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.

Details

Year:
2019
Pages:
175
Language:
English
Format:
PDF
Size:
3.5 MB
ISBN-10:
303011676X
ISBN-13:
978-3030116767
ASIN:
B07P5XY9BS
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