Customer Engagement in Theory and Practice

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.

1. Concepts of Customer Activism. - 2. Interpreting Customer Engagement in the Marketing Discipline. - 3. Placing Customer Engagement within Marketing Management. - 4. Why Do Customers Engage? . - 5. Firms' Practices in Customer Engagement Management. - 6. Customer Engagement Trends and Perspectives in Modern Business.