Overview
Presents cutting-edge research from top marketing professionals to speak on trends and future directions of customer engagement
Identifies efficient and economical ways for firms to implement consumer-oriented marketing strategies
Describes the theoretical underpinnings and metrics used to gage customer engagement
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About this book
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.
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Keywords
Table of contents (14 chapters)
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Front Matter
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Antecedents of Engagement
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Front Matter
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Consequences of Customer Engagement
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Application Context of Customer Engagement
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Back Matter
Editors and Affiliations
About the editors
Robert W. Palmatier is Professor of Marketing at the University of Washington, USA. He is the Editor-in Chief of Journal of Academy of Marketing Science.
V. Kumar (VK) is the Regents Professor, Richard and Susan Lenny Distinguished Chair, and Professor in Marketing at Georgia State University, USA. VK has published over 250 articles, 25 books and has received over 25 Research and Teaching Excellence Awards.
Colleen Harmeling is Assistant Professor of Marketing and Dean’s Emerging Scholar at Florida State University, USA. Her research has appeared in Journal of Marketing, Journal of International Business Studies, Marketing Science Institute Working Paper Series, and has been presented at numerous marketing conferences.
V. Kumar (VK) is the Regents Professor, Richard and Susan Lenny Distinguished Chair, and Professor in Marketing at Georgia State University, USA. VK has published over 250 articles, 25 books and has received over 25 Research and Teaching Excellence Awards.
Colleen Harmeling is Assistant Professor of Marketing and Dean’s Emerging Scholar at Florida State University, USA. Her research has appeared in Journal of Marketing, Journal of International Business Studies, Marketing Science Institute Working Paper Series, and has been presented at numerous marketing conferences.
Bibliographic Information
Book Title: Customer Engagement Marketing
Editors: Robert W. Palmatier, V. Kumar, Colleen M. Harmeling
DOI: https://doi.org/10.1007/978-3-319-61985-9
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2018
Hardcover ISBN: 978-3-319-61984-2Published: 06 September 2017
Softcover ISBN: 978-3-319-87207-0Published: 18 August 2018
eBook ISBN: 978-3-319-61985-9Published: 29 August 2017
Edition Number: 1
Number of Pages: XVIII, 328
Number of Illustrations: 14 b/w illustrations, 7 illustrations in colour
Topics: Customer Relationship Management, Corporate Communication/Public Relations, Market Research/Competitive Intelligence