Customer engagement in theory and practice a marketing management perspective - Zyminkowska, Katarzyna (Cham, Switzerland Palgrave Macmillan, 2019)
1. Concepts of Customer Activism -- 2. Interpreting Customer Engagement in the Marketing Discipline -- 3. Placing Customer Engagement within Marketing Management -- 4. Why Do Customers Engage? -- 5. Firms' Practices in Customer Engagement Management -- 6. Customer Engagement Trends and Perspectives in Modern Business.
Keywords: Customer relations -- Management; Marketing; Consumer behavior