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Customer Engagement Marketing by Robert W. Palmatier

Title Customer Engagement Marketing
Author Robert W. Palmatier
Publisher Springer
Release Date 2017-08-29
Category Business & Economics
Total Pages 328
ISBN 9783319619859
Language English, Spanish, and French
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Book Summary:

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.

Customer Engagement Marketing by Robert W. Palmatier

Title Customer Engagement Marketing
Author Robert W. Palmatier
Publisher Palgrave Macmillan
Release Date 2017-09-06
Category Business & Economics
Total Pages 328
ISBN 3319619845
Language English, Spanish, and French
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Book Summary:

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.

Title Customer Engagement in Theory and Practice
Author Katarzyna Żyminkowska
Publisher Springer
Release Date 2019-02-27
Category Business & Economics
Total Pages 159
ISBN 9783030116774
Language English, Spanish, and French
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Book Summary:

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.

Customer Engagement by Roderick J. Brodie

Title Customer Engagement
Author Roderick J. Brodie
Publisher Routledge
Release Date 2015-12-14
Category Business & Economics
Total Pages 296
ISBN 9781317533160
Language English, Spanish, and French
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Book Summary:

How customers and consumer behavior have been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer decisions; and what triggers this is: How should engagement be conceptualized, defined and measured? How do social media and other marketing activities create engagement? The book draws on the rich, extensive knowledge of the authors who are pioneers in the field. The book's editors have identified the weakness in the current knowledge and aim to address this gap by touching on significant conceptual and empirical contributions to this emerging literature stream, providing readers with a comprehensive contemporary perspective of customer engagement. The book also endeavors to develop a richer narrative around the notion of social media and customer engagement, and the non-monetary notion of social media within new media-based social networks.

Engagement Marketing by Gail F. Goodman

Title Engagement Marketing
Author Gail F. Goodman
Publisher John Wiley & Sons
Release Date 2012-05
Category Business & Economics
Total Pages 198
ISBN 9781118101025
Language English, Spanish, and French
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Book Summary:

Written for anyone who owns or manages a small business or non-profit, this practical guide, filled with proven advice and the author's vast experience, shows readers how to attract new prospects and generate repeat sales through existing customers and social networks.

Title Handbook of Research on Customer Engagement
Author Linda D. Hollebeek
Publisher Edward Elgar Publishing
Release Date 2019
Category Business & Economics
Total Pages 544
ISBN 9781788114899
Language English, Spanish, and French
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Book Summary:

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.

Title Digital Marketing and Consumer Engagement Concepts Methodologies Tools and Applications
Author Management Association, Information Resources
Publisher IGI Global
Release Date 2018-01-05
Category Business & Economics
Total Pages 1723
ISBN 9781522551881
Language English, Spanish, and French
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Book Summary:

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Title Let s Get Engaged Crossing the Threshold of Marketing s Engagement Era
Author Michael W. Obal
Publisher Springer
Release Date 2015-12-12
Category Business & Economics
Total Pages 896
ISBN 9783319118154
Language English, Spanish, and French
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Book Summary:

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2014 Academy of Marketing Science (AMS) Annual Conference held in Indianapolis, Indiana, entitled Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. The volume includes manuscripts relevant to marketing strategy, consumer behaviour, quantitative modelling, among others.

Entrepreneurial Marketing by Beth Goldstein

Title Entrepreneurial Marketing
Author Beth Goldstein
Publisher SAGE Publications
Release Date 2019-12-17
Category Business & Economics
Total Pages 376
ISBN 9781544397436
Language English, Spanish, and French
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Book Summary:

Entrepreneurial Marketing: A Blueprint for Customer Engagement offers a cutting-edge perspective on how to create a customer-centric, multi-channel marketing program. Emphasizing the role of entrepreneurial marketing in the value-creation process, Entrepreneurial Marketing helps students learn how to view the customer engagement experience through the eyes of their target market to effectively build a sustainable brand. Packed with practical tools, examples, and worksheets, the text allows students to immediately apply what they learn to their new venture idea.

Title Profitable Customer Engagement
Author V. Kumar
Publisher SAGE Publications India
Release Date 2013-10-30
Category Business & Economics
Total Pages 340
ISBN 9788132117810
Language English, Spanish, and French
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Book Summary:

The concept of customer engagement has evolved as a powerful tool for building a profitable approach to customer management. Profitable Customer Engagement is an authoritative book that communicates the fundamentals of profitable customer engagement by proposing a customer engagement value (CEV) framework. It is a first-of-its-kind book that outlines the methods of engaging customers profitably in business-to-consumer as well as business-to-business settings. The book offers firms with definitions of the metrics within the CEV framework, and the ways to measure and maximize these metrics that can help in engaging customers profitably. The interrelationships between these metrics, i.e., how each metric impacts the other, are also explained in detail with real-life examples.

B2b Marketing Strategy by Heidi Taylor

Title B2B Marketing Strategy
Author Heidi Taylor
Publisher Kogan Page
Release Date 2017
Category Business & Economics
Total Pages 216
ISBN 0749481064
Language English, Spanish, and French
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Book Summary:

Improve your B2B marketing strategy through a highly practical and unique methodology, and debunk many of the myths blighting the B2B landscape.

Title Boundary Blurred A Seamless Customer Experience in Virtual and Real Spaces
Author Nina Krey
Publisher Springer
Release Date 2018-11-27
Category Business & Economics
Total Pages 612
ISBN 9783319991818
Language English, Spanish, and French
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Book Summary:

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos, Founder and CEO of Amazon.com This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream. Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers and are better equipped than ever to provide them with a desired augmented experience: easy, fun, engaging, and efficient. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana, this volume provides ground-breaking research from scholars and practitioner from around the world that will help marketers continue to engage their customers in this new landscape. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Customer Llc by Hillary Berman

Title Customer LLC
Author Hillary Berman
Publisher Popcorn & Ice Cream, LLC
Release Date 2016
Category Customer relations
Total Pages 242
ISBN 099759960X
Language English, Spanish, and French
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Book Summary:

Small businesses that thrive integrate the customer's perspective throughout their business. They don't market to prospects, they connect with potential customers. They create relationships. When small businesses embrace their customers at their core, customers show them love in return. The result? Unmatched customer satisfaction, loyalty, referrals and growth. Customer-centric marketing doesn't have to be hard. And it doesn't have to be expensive. Customer, LLC is a marketing book just for small business owners. Whether you run a restaurant or a fitness studio, are an attorney or a photographer, make custom jewelry or mass produce widgets, Customer, LLC is for you.

Title The Best Digital Marketing Campaigns in the World
Author Damian Ryan
Publisher Kogan Page Publishers
Release Date 2011-06-03
Category Business & Economics
Total Pages 224
ISBN 9780749460631
Language English, Spanish, and French
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Book Summary:

With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than TV advertising in the UK. Social network advertising spending is expected to increase to a staggering $4.3 billion in 2011 in a bid to attract today's media-savvy consumer. The Best Digital Marketing Campaigns in the World brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learnt. This practical and insightful book explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers. Damian Ryan and Calvin Jones present a selection of hand-picked case studies, sharing the knowledge and skill of the world's top creative minds. Covering everything from household names such as Pizza Hut and Pepsi to Obama's 2008 presidential election campaign, this book is the must-read guide for all marketers looking to embrace the new digital landscape.

Engaging Brands by Michela Addis

Title Engaging Brands
Author Michela Addis
Publisher Routledge
Release Date 2020-06-02
Category Business & Economics
Total Pages 258
ISBN 9780429996382
Language English, Spanish, and French
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Book Summary:

How can managers design and manage excellent customer experiences that will develop long-term relationships with their customers? This book addresses this key question and explores both the theory developed over the past 20 years and tools to create truly engaging brands. Taking a broad holistic approach, this book brings together current thinking on experiential marketing, brand management, customer engagement, customer well-being and happiness, customer loyalty and emotions, the customer journey map, and big data and combines it into a practical and clear roadmap for brand managers. By integrating these modern perspectives, concepts, research techniques, and operative tools, this book provides a new perspective of marketing management to design and build engaging branding. Using extensive examples from a variety of industries, this book offers a global perspective that will appeal to both advanced students and experienced marketing managers.

Title Lean Customer Engagement
Author Shil Niyogi
Publisher SAGE Publications India
Release Date 2016-08-22
Category Business & Economics
Total Pages 204
ISBN 9789385985195
Language English, Spanish, and French
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Book Summary:

Watch the author Shil Niyogi talk about Lean Customer Engagement Welcome to the Age of the Customer! The companies that succeed today are those that work toward customer satisfaction and focus on educating customers, enabling them, effecting change, and engaging with them. Lean Customer Engagement contains a wealth of information around partnering with customers to build products and close deals in a lean and agile way without investing in unnecessary sales and marketing activities. The workbook format of the book provides solutions that can be put to immediate and prolonged use to grow successful businesses through an engaged customer base.

Engage To Win by Steve Lucas

Title Engage to Win
Author Steve Lucas
Publisher Greenleaf Book Group
Release Date 2018-09-18
Category Business & Economics
Total Pages 216
ISBN 9781626344990
Language English, Spanish, and French
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Book Summary:

Engagement is the key to success for today’s businesses. The world we live in is radically different today from what it was even just five years ago. It is hyperdigital and becoming more so every day. Ironically, we use connected to describe this new world, yet we are asked to interact increasingly through apps and browsers instead of via face-to-face contact with customers and clients. Even with all the incredible advances, it’s worth pondering whether organizations actually feel more connected to the people and the companies they do business with. In Engage to Win, author Steve Lucas introduces a new model for marketing to address this new hyper-digital world—one founded on engagement. He introduces the idea that embracing and driving engagement throughout organizations and using it with customers, prospects, employees, and partners is what will set companies apart. This digital era demands that marketers understand the science of marketing in order to scale and succeed. But if we embrace mathematics alone, while abandoning feeling, meaning, and authenticity, we will fail to deliver on the desires of our clients: to feel listened to and understood. ​So how do we win the heart and mind of the buyer in this new world? Develop a real strategy around engagement by practicing these simple steps: listen, learn, and engage. Listening creates insights, insights drive engagement, and engagement drives revenue. Truly engaging with customers will allow businesses to see, in real-time, when customers' wants and needs are changing, so businesses will be able to adapt, survive, and ultimately thrive!

Title The New Rules of Customer Engagement
Author Daniel L. Newman
Publisher Unknown
Release Date 2014-02-25
Category Business & Economics
Total Pages 160
ISBN 1631734350
Language English, Spanish, and French
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Book Summary:

Imagine a world where you never had to sell anything... Every day the ideal number of clients with needs aligned perfectly to what you have to offer would walk through the door and shout: "I'll take it!" What if I told you this is already happening? Albeit selling isn't quite that simple. And the customers aren't really just arriving sight unseen, ready to buy. But in a very subtle way, brands are driving buying decisions long before the sales department ever becomes involved. This leaves us all to ask, how? In the "The New Rules of Customer Engagement" you will: Gain clarity on how the information age is a driving force for businesses to embrace social, mobile and content marketing Learn the importance of P2P over traditional B2B and B2C - and specifically how our perspective is driven from all our experiences as consumers Better understand how to leverage consumer knowledge to drive innovation within the customer environment Learn how to build an engaged business network that leads to customer advocacy and huge business growth through word-of-mouth referrals and online testimonials Be motivated to consider the importance of building a customer-centric business from top to bottom that yields goodwill and dramatically improved business outcomes "The New Rules of Customer Engagement - 6 Trends Transforming the Way We Sell" is a must read for C-level executives, business and franchise owners, middle-level managers - and those with a passion for leading their business to success... through engagement."

Title Digital Innovations for Customer Engagement Management and Organizational Improvement
Author Sandhu, Kamaljeet
Publisher IGI Global
Release Date 2020-06-12
Category Business & Economics
Total Pages 278
ISBN 9781799851738
Language English, Spanish, and French
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Book Summary:

Over the past several years, digital technologies have reestablished the ways in which corporations operate. On one hand, technology has allowed companies to build a stronger knowledge of its customer base, contributing to better consumer engagement strategies. On the other hand, these technologies have also integrated into the management and daily operations of companies, resulting in increased performance and organizational improvement. Remaining up to date with the implementation of these cutting-edge technologies is key to a company?s continued success. Digital Innovations for Customer Engagement, Management, and Organizational Improvement is an essential reference source that discusses and strategizes the latest technologies and innovations and their integration, implementation, and use in businesses, as well as lifelong learning strategies in a digital environment. Featuring research on topics such as consumer engagement, e-commerce, and learning management systems, this book is ideally designed for managers, business executives, marketers, consumer analysts, IT consultants, industry professionals, academicians, researchers, and students.

Social Media Strategy by Julie Atherton

Title Social Media Strategy
Author Julie Atherton
Publisher Kogan Page
Release Date 2019-10-28
Category
Total Pages 264
ISBN 0749497076
Language English, Spanish, and French
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Book Summary:

Design, activate and measure a clear social media strategy which is directly accountable to your wider business objectives and engages with an integrated customer engagement strategy.