Customer engagement marketing

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. Buy now

Table of contents :  Front Matter ....Pages i-xviii Customer Engagement Marketing (Anita Pansari, V. Kumar)....Pages 1-27 Front Matter ....Pages 29-29 If You Build It Right, They Will Engage: A Study of Antecedent Conditions of Customer Engagement (Shiri D. Vivek, Sharon E. Beatty, Melanie Hazod)....Pages 31-51 Measuring and Managing Customer Engagement Value Through the Customer Journey (Rajkumar Venkatesan, J. Andrew Petersen, Leandro Guissoni)....Pages 53-74 Customer Engagement Through Personalization and Customization (Alexander Bleier, Arne De Keyser, Katrien Verleye)....Pages 75-94 Managing Product Returns Within the Customer Value Framework (Alec Minnema, Tammo H. A. Bijmolt, J. Andrew Petersen, Jeffrey D. Shulman)....Pages 95-118 Multi-tier Loyalty Programs to Stimulate Customer Engagement (Tammo H. A. Bijmolt, Manfred Krafft, F. Javier Sese, Vijay Viswanathan)....Pages 119-139 Happy Users, Grumpy Bosses: Current Community Engagement Literature and the Impact of Support Engagement in a B2B Setting on User and Upper Management Satisfaction (Sander F. M. Beckers, Sterling A. Bone, Paul W. Fombelle, Jenny van Doorn, Peter C. Verhoef, Kristal R. Ray)....Pages 141-169 Front Matter ....Pages 171-171 Customer Engagement and Employee Engagement: A Research Review and Agenda (Vikas Mittal, Kyuhong Han, Robert A. Westbrook)....Pages 173-201 The Disruptive Impact of Customer Engagement on the Business-to-Consumer Sales Force (Bryan W. Hochstein, Willy Bolander)....Pages 203-218 Front Matter ....Pages 219-219 Creating Stronger Brands Through Consumer Experience and Engagement (Bobby J. Calder, Linda D. Hollebeek, Edward C. Malthouse)....Pages 221-242 From Customer to Partner Engagement: A Conceptualization and Typology of Engagement in B2B (Werner J. Reinartz, Manuel Berkmann)....Pages 243-268 Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy (Richie L. Liu, David E. Sprott, Eric R. Spangenberg, Sandor Czellar)....Pages 269-292 Buy now The Emotional Engagement Paradox (Lerzan Aksoy, Timothy L. Keiningham, Alexander Buoye, Joan Ball)....Pages 293-305 Conclusion: Informing Customer Engagement Marketing and Future Research (Colleen M. Harmeling, Jordan W. Moffett, Robert W. Palmatier)....Pages 307-323 Back Matter ....Pages 325-328

---