Insights, innovation, and analytics for optimal customer engagement / Samala Nagaraj, editor.
"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 eng...
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| Other Authors: | |
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| Format: | Ebook |
| Language: | English |
| Published: |
Hershey :
Business Science Reference,
2020.
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| Online Access: | IGI Global e-Book Collection |
| Summary: | "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."--Publisher's website. |
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| Physical Description: | 1 online resource |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 1799839192 1799839206 9781799839194 9781799839200 |