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.
Written for anyone who owns or manages a small business or non-profit, this book is filled with practical, hands-on advice based on the author's experience of working with thousands of small businesses for over a decade.
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 ...
Working paper, Office of Advocacy, U.S. Small Business Coleman, J. (1990). Foundations of Social Theory. Cambridge, Massachusetts: Harvard University Press. Cronin-Gilmore, J. (2012). Exploring Marketing Strategies in Small Business.
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.
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.
This textbook introduces students to customer engagement strategy in B2B markets, the foundation of which is customer engagement capability.
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.
Social Media Strategy provides a simple, structured way to create integrated customer engagement and social media campaigns that work, delivering practical guidance on key areas, such as: -Identifying and targeting audience segments ...
Packed with practical tools, examples, and worksheets, the text allows students to immediately apply what they learn to their new venture idea.
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.