Conclusion: Informing Customer Engagement Marketing and Future Research
In the conclusion chapter, we summarize the book and present a practical guide for implementing customer engagement marketing, where the firm attempts to motivate, empower, and measure customer contribution to marketing functions beyond financial patronage. The chapter discusses how to use engagement tools and design engagement platforms to facilitate customer engagement, how to incentivize customer engagement, and how to capture value from customer engagement behaviors and the corresponding data generated from these behaviors. It examines both the targeting and timing decisions for deploying engagement marketing initiatives to maximize effectiveness over the entire customer journey. Throughout the chapter, we discuss potentially fruitful areas of future research that emerge from the perspectives presented in the book.
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