Customer engagement in theory and practice: a marketing management perspective
Auteur :
Żyminkowska, Katarzyna
Éditeur :
Springer Nature Switzerland AG
ISBN :
9783030116767
Date de publication :
8 mars 2019
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Suisse
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.