Customer Engagement Marketing

Editors: Palmatier, Robert W., Kumar, V., Harmeling, Colleen M. (Eds.)

  • Presents cutting-edge research from top marketing professionals to speak on trends and future directions of customer engagement
  • Identifies efficient and economical ways for firms to implement consumer-oriented marketing strategies
  • Describes the theoretical underpinnings and metrics used to gage customer engagement
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eBook 109,99 €
price for Germany (gross)
  • ISBN 978-3-319-61985-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 149,79 €
price for Germany (gross)
  • ISBN 978-3-319-61984-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.  

About the authors

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.

Table of contents (14 chapters)

  • Customer Engagement Marketing

    Pansari, Anita (et al.)

    Pages 1-27

    Preview Buy Chapter 29,69 €
  • If You Build It Right, They Will Engage: A Study of Antecedent Conditions of Customer Engagement

    Vivek, Shiri D. (et al.)

    Pages 31-51

    Preview Buy Chapter 29,69 €
  • Measuring and Managing Customer Engagement Value Through the Customer Journey

    Venkatesan, Rajkumar (et al.)

    Pages 53-74

    Preview Buy Chapter 29,69 €
  • Customer Engagement Through Personalization and Customization

    Bleier, Alexander (et al.)

    Pages 75-94

    Preview Buy Chapter 29,69 €
  • Managing Product Returns Within the Customer Value Framework

    Minnema, Alec (et al.)

    Pages 95-118

    Preview Buy Chapter 29,69 €

Buy this book

eBook 109,99 €
price for Germany (gross)
  • ISBN 978-3-319-61985-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 149,79 €
price for Germany (gross)
  • ISBN 978-3-319-61984-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Customer Engagement Marketing
Editors
  • Robert W. Palmatier
  • V. Kumar
  • Colleen M. Harmeling
Copyright
2018
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-319-61985-9
DOI
10.1007/978-3-319-61985-9
Hardcover ISBN
978-3-319-61984-2
Edition Number
1
Number of Pages
XVIII, 328
Number of Illustrations and Tables
14 b/w illustrations, 7 illustrations in colour
Topics