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.
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