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Customer Engagement in Theory and Practice
- A Marketing Management Perspective
Engelsk Hardback
Customer Engagement in Theory and Practice
- A Marketing Management Perspective
Engelsk Hardback

478 kr
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Om denne bog

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.

 

Product detaljer
Sprog:
Engelsk
Sider:
159
ISBN-13:
9783030116767
Indbinding:
Hardback
Udgave:
ISBN-10:
303011676X
Kategori:
Udg. Dato:
8 mar 2019
Længde:
0mm
Bredde:
148mm
Højde:
210mm
Forlag:
Springer Nature Switzerland AG
Oplagsdato:
8 mar 2019
Forfatter(e):
Kategori sammenhænge