cover

Customer Engagement in Theory and Practice

A Marketing Management Perspective

Authors: Żyminkowska, Katarzyna

  • Combines theory and practice to present a comprehensive framework for managing customer engagement
  • Identifies the challenges of implementing customer engagement processes in firms
  • Explores the outcomes and consequences of customer engagement, at firm-level and individual-level
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Buy this book

eBook 41,64 €
price for Spain (gross)
  • The eBook version of this title will be available soon
  • Due: April 29, 2019
  • ISBN 978-3-030-11677-4
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
Hardcover 51,99 €
price for Spain (gross)
  • Due: April 29, 2019
  • ISBN 978-3-030-11676-7
  • Free shipping for individuals worldwide
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

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.

 

About the authors

Katarzyna Żyminkowska is Associate Professor and Head of the Marketing & Entrepreneurship Department at the University of Bielsko-Biala, Poland. She has also worked for the University of Economics in Katowice, and has served for many years as business consultant to Polish and international companies.

Buy this book

eBook 41,64 €
price for Spain (gross)
  • The eBook version of this title will be available soon
  • Due: April 29, 2019
  • ISBN 978-3-030-11677-4
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
Hardcover 51,99 €
price for Spain (gross)
  • Due: April 29, 2019
  • ISBN 978-3-030-11676-7
  • Free shipping for individuals worldwide
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Customer Engagement in Theory and Practice
Book Subtitle
A Marketing Management Perspective
Authors
Copyright
2019
Publisher
Palgrave Pivot
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-030-11677-4
DOI
10.1007/978-3-030-11677-4
Hardcover ISBN
978-3-030-11676-7
Edition Number
1
Number of Pages
XVIII, 159
Number of Illustrations
23 b/w illustrations, 22 illustrations in colour
Topics