Customer Engagement in Theory and Practice, 1st ed. 2019 A Marketing Management Perspective

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.

Katarzyna Żyminkowska is Associate Professor and Head of the Marketing & Entrepreneurship Department at the University of Bielsko-Biala, Poland. She has also worked for the University of Economics in Katowice, and has served for many years as business consultant to Polish and international companies.

Combines theory and practice to present a comprehensive framework for managing customer engagement

Identifies the challenges of implementing customer engagement processes in firms

Explores the outcomes and consequences of customer engagement, at firm-level and individual-level