Customer Engagement Marketing
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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.
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.
Digital Marketing And Consumer Engagement Concepts Methodologies Tools And Applications
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Author : Management Association, Information Resources
language : en
Publisher: IGI Global
Release Date : 2018-01-05
Digital Marketing And Consumer Engagement Concepts Methodologies Tools And Applications written by Management Association, Information Resources and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-05 with Business & Economics categories.
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.
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.
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.
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.
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.
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.
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.
Social Media Strategy
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Author : Julie Atherton
language : en
Publisher: Kogan Page Publishers
Release Date : 2023-10-03
Social Media Strategy written by Julie Atherton and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-10-03 with Business & Economics categories.
Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and latest developments. Integrated marketing and PR strategies are a requirement for all businesses but with the explosion of social media and content marketing many organizations still struggle to know which channels to invest in and how to maximize their impact. Social Media Strategy gives clear guidance with a simple structured approach to executing campaigns that work. It provides a blueprint for planning, delivering and measuring social media's contribution to your business through: - Identifying and targeting audience segments - Maximizing social search - Enhanced reputation management - Managing a diversified influencer portfolio - Selecting the right channels for organic and paid social - Creating a process and structure to improve efficiencies - Using appropriate technology including AI With explanations of best-practice tools and practical downloadable templates, this new edition includes new and updated interviews and case studies from industry leaders, influencers and brands including TUI, Greggs, Lego, Ryan Air, National Geographic and others. Social Media Strategy delivers a long-term solution for maximizing social media-led business development.