LEADER 03996nam 22005415 450 001 9910298204003321 005 20200701015401.0 010 $a3-319-61985-3 024 7 $a10.1007/978-3-319-61985-9 035 $a(CKB)3780000000451120 035 $a(DE-He213)978-3-319-61985-9 035 $a(MiAaPQ)EBC4987739 035 $a(PPN)222238704 035 $a(EXLCZ)993780000000451120 100 $a20170829d2018 u| 0 101 0 $aeng 135 $aurnn|008mamaa 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aCustomer Engagement Marketing /$fedited by Robert W. Palmatier, V. Kumar, Colleen M. Harmeling 205 $a1st ed. 2018. 210 1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2018. 215 $a1 online resource (XVIII, 328 p. 21 illus., 7 illus. in color.) 311 $a3-319-61984-5 320 $aIncludes bibliographical references at the end of each chapters and index. 327 $a1. Customer Engagement Marketing -- 2. If you build it right, they will engage: A study of antecedent conditions of customer engagement -- 3. Measuring and Managing Customer Engagement Value through the Customer Journey. 4. Customer Engagement through Personalization and Customization -- 5. Managing Product Returns within the Customer Value Framework -- 6. Multi-Tier Loyalty Programs to Stimulate Customer Engagement -- 7. Happy Users, Grumpy Bosses: Current Community Engagement Literature and the Impact of Support Engagement in a B2B Setting on User and Upper Management Satisfaction -- 8. Customer Engagement and Employee Engagement: A Research Review and Agenda -- 9. The Disruptive Impact of Customer Engagement on the Business-to-Consumer Sales Force -- 10. Creating Stronger Brands through Consumer Experience and Engagement -- 11. From Customer to Partner Engagement: A Conceptualization and Typology of Engagement in B2B -- 12. Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy -- 13. The Emotional Engagement Paradox -- 14. Conclusion: Informing Customer Engagement Marketing and Future Research. . 330 $aThis 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.  . 606 $aCustomer relations?Management 606 $aPublic relations 606 $aMarket research 606 $aCustomer Relationship Management$3https://scigraph.springernature.com/ontologies/product-market-codes/513050 606 $aCorporate Communication/Public Relations$3https://scigraph.springernature.com/ontologies/product-market-codes/513040 606 $aMarket Research/Competitive Intelligence$3https://scigraph.springernature.com/ontologies/product-market-codes/513030 615 0$aCustomer relations?Management. 615 0$aPublic relations. 615 0$aMarket research. 615 14$aCustomer Relationship Management. 615 24$aCorporate Communication/Public Relations. 615 24$aMarket Research/Competitive Intelligence. 676 $a658.812 702 $aPalmatier$b Robert W$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aKumar$b V$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aHarmeling$b Colleen M$4edt$4http://id.loc.gov/vocabulary/relators/edt 906 $aBOOK 912 $a9910298204003321 996 $aCustomer Engagement Marketing$92546127 997 $aUNINA