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Customer Engagement in Theory and Practice

A Marketing Management Perspective

  • Katarzyna Żyminkowska

Table of contents

  1. Front Matter
    Pages i-xix
  2. Katarzyna Żyminkowska
    Pages 1-22
  3. Katarzyna Żyminkowska
    Pages 55-80
  4. Katarzyna Żyminkowska
    Pages 81-104
  5. Katarzyna Żyminkowska
    Pages 105-134
  6. Katarzyna Żyminkowska
    Pages 145-154
  7. Back Matter
    Pages 155-159

About this book

Introduction

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.

 

Keywords

network CE management consumer customer value consumer goods

Authors and affiliations

  • Katarzyna Żyminkowska
    • 1
  1. 1.University of Bielsko-BialaBielsko-BialaPoland

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-030-11677-4
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2019
  • Publisher Name Palgrave Pivot, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-030-11676-7
  • Online ISBN 978-3-030-11677-4
  • Buy this book on publisher's site