Customer Engagement in Theory and Practice A Marketing Management Perspective 1st edition by Katarzyna Żyminkowska ISBN ‎303011676X 978-3030116767

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ISBN 10: ‎ 303011676X
ISBN 13: 978-3030116767
Author: Katarzyna Żyminkowska 

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 in Theory and Practice A Marketing Management Perspective 1st Table of contents:

• Introduction to Customer Engagement

  • Defining Customer Engagement
  • Importance of Customer Engagement in Modern Marketing
  • The Evolution of Customer Engagement

• Theoretical Foundations of Customer Engagement

  • Psychological and Behavioral Perspectives
  • Theories of Customer Loyalty and Commitment
  • Customer Journey and Engagement Models

• Building Customer Engagement Strategies

  • Understanding Consumer Needs and Expectations
  • Designing Engagement Programs
  • The Role of Social Media and Digital Platforms
  • Personalization and Customization in Engagement

• Customer Engagement in Practice

  • Case Studies of Successful Customer Engagement
  • Best Practices for Engaging Customers across Channels
  • Integrating Customer Engagement into Marketing Campaigns
  • Metrics for Measuring Engagement Success

• Technology and Tools for Customer Engagement

  • CRM (Customer Relationship Management) Systems
  • Automation and AI in Engagement
  • Data Analytics for Customer Insights
  • The Role of Omnichannel Marketing

• Challenges in Customer Engagement

  • Managing Customer Expectations
  • Overcoming Engagement Fatigue
  • Addressing Privacy Concerns and Ethical Considerations

• Customer Engagement and Brand Loyalty

  • The Connection between Engagement and Customer Loyalty
  • Creating Emotional Connections with Customers
  • Brand Advocacy and Word-of-Mouth

• The Future of Customer Engagement

  • Emerging Trends in Engagement (e.g., AR/VR, AI chatbots)
  • The Impact of Globalization on Engagement Strategies
  • Shifting Consumer Behavior and Engagement Expectations

• Conclusion: The Path Forward for Marketers

  • Recommendations for Enhancing Customer Engagement
  • Adapting to Changes in the Market and Technology

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