Customer Engagement Marketing

Robert W. Palmatier, V. Kumar, Colleen M. Harmeling

Palgrave Macmillan

2017

328 páginas

10h 56m

ISBN-13: 9783319619842

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.