ISBN 13 : 978-3319619842

Sommaire :
Contributors : Pansari, Anita, Vivek, Shiri D., Sharon E. Beatty, Melanie Hazod, R. Venkatesan, J.A. Petersen, Leandro Guissoni, Alexansre Bleier, Arne de Keyser, Katrien Verleye, Alec Minnema, TAmmo H.A. Bijmolt, Jeffrey D. Shulman, Manfred Krafft, F. Javier Sese, Vijay Voswanathan, Sander F.M. Beckers, S.A. Bone, Paul W. Fombelle, Jerry von Doorn, Peter C. Verhoef, Kristal R. Ray, Vikas Mittal, Kyuhong Han, Robert A. Westbrook, Bryan W. Hochstein, Willy Bolander, Bobby J. Calder, Linda D. Hollebeck, Edward C. Malthouse, Werner J. Reinartz, Manuel Berkman, Richie L. Liu, David E. Sprott, Eric R. Spangenberg, Sandor Czellar, Lerzan Aksoy, Timothy L. Keininghma, Alexander Buoye, Joan Ball, Colleen M. Harmelong, Jordan W. Moffett

1. Customer Engagement Marketing

Part 1. Antecedents of engagement
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

Part 2. Consequences of customer engagement
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

Part 3. Application contexte of customer engagement
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

Index

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque