Customer Engagement
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Customer Engagement In Theory And Practice
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Author : Katarzyna Żyminkowska
language : en
Publisher: Springer
Release Date : 2019-02-27
Customer Engagement In Theory And Practice written by Katarzyna Żyminkowska and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02-27 with Business & Economics categories.
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
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Author : Roderick J. Brodie
language : en
Publisher: Routledge
Release Date : 2015-12-14
Customer Engagement written by Roderick J. Brodie and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-14 with Business & Economics categories.
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.
The Everything Guide To Customer Engagement
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Author : Linda Pophal
language : en
Publisher: Simon and Schuster
Release Date : 2014-09-18
The Everything Guide To Customer Engagement written by Linda Pophal and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-18 with Business & Economics categories.
Successful businesses have one thing in common: they have loyal customers. Customer engagement is as important as quality products and services when it comes to customer loyalty and retention. Pophal shows you strategies that have been working for businesses all over the world.
B2b Customer Engagement Strategy
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Author : Daniel D. Prior
language : en
Publisher: Springer Nature
Release Date : 2023-04-03
B2b Customer Engagement Strategy written by Daniel D. Prior and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-04-03 with Business & Economics categories.
Business to business (B2B) transactions account for 60-70% of all transactions globally. Considering this, many supplier firms aspire to create high levels of customer engagement, and this involves identifying various ways to improve customer experience. In fact, companies such as Google, Amazon, Microsoft, and others now employ professionals in customer engagement roles and dedicate entire corporate divisions to ensure seamless customer engagement. Creating high customer engagement is challenging without a cohesive, strategic approach – particularly in B2B markets. This textbook introduces students to customer engagement strategy in B2B markets, the foundation of which is customer engagement capability. Companies must develop and implement four sub-capabilities – customer journey management, customer relationship management, customer communications and data analytics and insight to succeed. With a myriad of case studies, discussion questions and prompts for further reading, the textbook translates theory into practice and serves as a useful foundation for executive courses as well as fundamental reading for masters-level specialist courses in customer engagement, marketing, sales, and strategy. In addition, practitioners in supplier firms will also be able to use to build their customer engagement capability.
Handbook Of Research On Customer Engagement
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Author : Linda D. Hollebeek
language : en
Publisher: Edward Elgar Publishing
Release Date : 2019
Handbook Of Research On Customer Engagement written by Linda D. Hollebeek and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Business & Economics categories.
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.
Insights Innovation And Analytics For Optimal Customer Engagement
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Author : Nagaraj, Samala
language : en
Publisher: IGI Global
Release Date : 2021-02-12
Insights Innovation And Analytics For Optimal Customer Engagement written by Nagaraj, Samala and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02-12 with Business & Economics categories.
Engaging customers has become an effective strategy of marketers for improving customer-brand relationships as customer engagement is a perfect predictor of organic growth. Aggressive sales promotions, advertising campaigns, rewards, discounts, and more may attract a customer, but customer engagement creates an emotional connection with the brands/firms/services, which drives customer loyalty and long-term profitability. This has become much more applicable and effective with the use of social media platforms and the increased access of internet. Moreover, the implementation of customer analytics to measure engagement activities has provided marketers with more insights for improving services. Insights, Innovation, and Analytics for Optimal Customer Engagement is an advanced reference book that covers the latest emerging research in customer engagement and includes underlying theories, innovative methods, a review of existing literature, engagement analytics, and insights for marketers with reference to customer engagement. The book covers various product categories, industries, and sectors that are working to engage customers in inventive and creative ways. This book is a comprehensive reference tool for marketers, brand managers, social media specialists, advertisers, managers, executives, academicians, researchers, practitioners, and students interested in gaining comprehensive knowledge about customer engagement and the latest advancements in the field.
Enhancing Customer Engagement Through Location Based Marketing
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Author : Singh, Amandeep
language : en
Publisher: IGI Global
Release Date : 2023-03-07
Enhancing Customer Engagement Through Location Based Marketing written by Singh, Amandeep and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-07 with Business & Economics categories.
Proponents applaud location-based advertising as a way to bridge the gap between online and physical customer experiences and promote impulse purchases. Skeptics question whether location-based marketing (LBM) will cause consumer burn-out and violate consumer privacy if the data that is gathered through LBM is not used, shared, protected, and stored properly. Companies engaging in LBM should take measures to ensure customer privacy through stringent opt-in policies and security safeguards. Enhancing Customer Engagement Through Location-Based Marketing presents the main techniques of geo-marketing, introduces the idea of a "geo-marketing mix,” and develops the mobile marketing concept based on geolocation techniques. Covering key topics such as data management, augmented location, and mobile targeting, this premier reference source is ideal for business owners, entrepreneurs, managers, marketers, policymakers, researchers, academicians, practitioners, scholars, instructors, and students.
Customer Engagement Marketing
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Author : Robert W. Palmatier
language : en
Publisher: Springer
Release Date : 2017-08-29
Customer Engagement Marketing written by Robert W. Palmatier and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-29 with Business & Economics categories.
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.
The New Rules Of Customer Engagement
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Author : Daniel L. Newman
language : en
Publisher:
Release Date : 2014-02-25
The New Rules Of Customer Engagement written by Daniel L. Newman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-02-25 with Business & Economics categories.
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."
The Xiaomi Way Customer Engagement Strategies That Built One Of The Largest Smartphone Companies In The World
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Author : Li Wanqiang
language : en
Publisher: McGraw Hill Professional
Release Date : 2016-10-07
The Xiaomi Way Customer Engagement Strategies That Built One Of The Largest Smartphone Companies In The World written by Li Wanqiang and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-07 with Business & Economics categories.
How one small tech company got smart about social media and became "China's new smartphone king" (CNN) In this exclusive inside look at the phenomenal rise of Xiaomi—the new smartphone company that’s giving Apple a run for their money—cofounder Li Wanqiang shares the secrets behind the viral marketing techniques, R&D innovations, and user-driven excitement that turned a small tech start-up into a world-class player. You’ll discover: How Xiaomi became the third largest smartphone maker in the world—in just 4 years' time How the cofounders landed their first million users—without spending a dime on advertising How Xiaomi used social media to build exceptional brand recognition and word-of-mouth momentum What every business can learn from Xiaomi's proven success in customer engagement, viral marketing, and cutting-edge product development Already an instant bestseller in China, Wanqiang's eye-opening book provides an exciting new business model for today’s flatter, faster world of Internet marketing and user-inspired innovation. No matter how big or small your business, The Xiaomi Way can show you how to even the playing field, develop products people will love, spread the word through social media, and turn customers into passionate, lifelong fans. Includes a foreword by Lei Jun, Xiaomi CEO.