Customer Engagement Marketing

Name: Customer Engagement Marketing
Brand: Springer International Publishing AG
SKU: 9783319619842
Price: 1206.13 RON
Availability: InStock

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

Limbă:

Legare: Copertă tare

Editura: Springer International Publishing AG

Disponibilitate: În depozitul extern

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This edited collection identifies cutting-edge metrics for capturing and measuring customer engageme...

Informații despre carte

Autor

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

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

2017

Pagini

328

EAN

9783319619842

ISBN

3319619845

Enbook ID

16380899

Editura

Springer International Publishing AG

Greutate

580

Dimensiuni

148 x 210 x 27

Descriere completă

This edited collection identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. It explores how effective strategies can drive customer-centric product innovation, create a stable customer base, and build an emotional connection between the customer and firm.

As consumers seek a deeper connection with products, more and more firms are switching from goods to service-based models that provide a higher level of commitment to their customers, yet current customer engagement strategies are costly and their effectiveness is often unclear. This book will provide a synthesis of research on customer engagement through a collection of chapters from experts in the field to address this issue, and will appeal to academics, practitioners, consultants, and managers looking to shift to more engagement-focused marketing strategies.

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