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Customer Engagement in Theory and Practice
- A Marketing Management Perspective
Engelsk
Bogcover for Customer Engagement in Theory and Practice af Katarzyna Zyminkowska, 9783030116767
Specifikationer
Sprog:
Engelsk
Sider:
159
ISBN-13:
9783030116767
Indbinding:
Hardback
ISBN-10:
303011676X
Kategori:
Udg. Dato:
8 mar 2019
Størrelse i cm:
21,0 x 14,8
Oplagsdato:
8 mar 2019
Forfatter(e):

Customer Engagement in Theory and Practice

- A Marketing Management Perspective
Engelsk
Hardback 2019
Format:

Bog beskrivelse

Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer engagement by analysing empirical data compiled from firms operating in the consumer goods and services sectors, as well as from the consumers themselves. An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.

 

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Specifikationer
Sprog:
Engelsk
Sider:
159
ISBN-13:
9783030116767
Indbinding:
Hardback
ISBN-10:
303011676X
Kategori:
Udg. Dato:
8 mar 2019
Størrelse i cm:
21,0 x 14,8
Oplagsdato:
8 mar 2019
Forfatter(e):
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