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Customer Engagement Marketing

Author : Robert W. Palmatier

Publisher : Springer

Page : 332 pages

File Size : 17,21 MB

Release : 2017-08-29

Category : Business & Economics

ISBN : 3319619853

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Book Description

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.



Engagement Marketing

Author : Gail F. Goodman

Publisher : John Wiley & Sons

Page : 224 pages

File Size : 23,58 MB

Release : 2012-05-01

Category : Business & Economics

ISBN : 1118101022

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Book Description

A definitive guide to growing your small business through "Engagement Marketing" As a small business owner, you've always relied on word-of-mouth referrals to grow your business. Thanks to social media—and its nimble partner, mobile technology—it's now easier than ever to turn customers and clients into engaged fans who spread the word about your business across a variety of online platforms. And that's what Engagement Marketing is all about. 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. You'll learn how to attract new prospects—as well as how to increase repeat sales—using your existing customers and social networks. Learn how to create customer experiences that increase positive customer reviews and endorsements Get practical advice on how to entice people to join your social networks and run engagement campaigns that increase visibility—and endorsements—for your business Understand why engagement is so important—and how you can use it to turn passionate fans in your social networks into tomorrow's new business Author Gail Goodman is CEO of Constant Contact, America's leading email and social media marketing company for small businesses Engagement Marketing will help you make a bigger name for your company, build your network, and reach your goals.



Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications

Author : Management Association, Information Resources

Publisher : IGI Global

Page : 1755 pages

File Size : 10,65 MB

Release : 2018-01-05

Category : Business & Economics

ISBN : 1522551883

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Book Description

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.



Customer Engagement in Theory and Practice

Author : Katarzyna Żyminkowska

Publisher : Springer

Page : 175 pages

File Size : 35,94 MB

Release : 2019-02-27

Category : Business & Economics

ISBN : 3030116778

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Book Description

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

Author : Roderick J. Brodie

Publisher : Routledge

Page : 315 pages

File Size : 42,72 MB

Release : 2015-12-14

Category : Business & Economics

ISBN : 1317533151

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Book Description

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.



Handbook of Research on Customer Engagement

Author : Linda D. Hollebeek

Publisher : Edward Elgar Publishing

Page : 544 pages

File Size : 46,8 MB

Release : 2019

Category : Business & Economics

ISBN : 1788114892

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Book Description

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.



Customer, LLC

Author : Hillary Berman

Publisher : Popcorn & Ice Cream, LLC

Page : 242 pages

File Size : 42,90 MB

Release : 2016

Category : Customer relations

ISBN : 9780997599602

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Book Description

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.



Insights, Innovation, and Analytics for Optimal Customer Engagement

Author : Nagaraj, Samala

Publisher : IGI Global

Page : 334 pages

File Size : 29,18 MB

Release : 2021-02-12

Category : Business & Economics

ISBN : 1799839206

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Book Description

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.



Circular Economy and Re-Commerce in the Fashion Industry

Author : Shrivastava, Archana

Publisher : IGI Global

Page : 204 pages

File Size : 48,18 MB

Release : 2020-06-19

Category : Business & Economics

ISBN : 1799827291

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Book Description

The apparel industry has the scale, reach, and technical expertise to deliver on-target sustainable development goals within the industry’s sphere of influence in its interconnected global and local value chains. From the farm to the consumer, the textile, retail, and apparel production industry has an array of economic, environmental, social, and governance impacts. In order to meet sustainable goals, the industry is challenged to buy and produce goods and services that do not harm the environment, society, and the economy. Circular Economy and Re-Commerce in the Fashion Industry is a pivotal reference source that explores and proposes solutions for best practices to meet sustainable development goals in the fashion industry and provides guidelines for assessing the technological landscape and modeling sustainable business practices. Highlighting a wide range of topics including digital marking, consumer behavior, and social and legal perspectives, this book is ideally designed for suppliers, brand managers, retailers, multinational investors, marketers, executives, designers, manufacturers, policymakers, researchers, academicians, and students.



Digital Marketing

Author : Dave Chaffey

Publisher : Pearson Higher Ed

Page : 727 pages

File Size : 30,93 MB

Release : 2012-10-12

Category : Business & Economics

ISBN : 0273746227

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Book Description

Now in its fifth edition, Digital Marketing (previously Internet Marketing) provides comprehensive, practical guidance on how companies can get the most out of digital media to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies and interviews from cutting edge companies such as eBay and Facebook, to help students understand digital marketing in the real world.