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Customer Engagement Marketing

Overview of attention for book
Cover of 'Customer Engagement Marketing'

Table of Contents

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    Book Overview
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    Chapter 1 Customer Engagement Marketing
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    Chapter 2 If You Build It Right, They Will Engage: A Study of Antecedent Conditions of Customer Engagement
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    Chapter 3 Measuring and Managing Customer Engagement Value Through the Customer Journey
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    Chapter 4 Customer Engagement Through Personalization and Customization
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    Chapter 5 Managing Product Returns Within the Customer Value Framework
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    Chapter 6 Multi-tier Loyalty Programs to Stimulate Customer Engagement
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    Chapter 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
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    Chapter 8 Customer Engagement and Employee Engagement: A Research Review and Agenda
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    Chapter 9 The Disruptive Impact of Customer Engagement on the Business-to-Consumer Sales Force
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    Chapter 10 Creating Stronger Brands Through Consumer Experience and Engagement
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    Chapter 11 From Customer to Partner Engagement: A Conceptualization and Typology of Engagement in B2B
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    Chapter 12 Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy
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    Chapter 13 The Emotional Engagement Paradox
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    Chapter 14 Conclusion: Informing Customer Engagement Marketing and Future Research
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