Customer Engagement Marketing

1. Customer Engagement Marketing<div><br/></div><div>PART 1: Antecedents of Engagement</div><div><br/></div><div>2. If you build it right, they will engage: A study of antecedent conditions of customer engagement </div><div>3. Measuring and Managing Customer Engagement Value through the Customer Journey </div><div>4. Customer Engagement through Personalization and Customization </div><div>5. Managing Product Returns within the Customer Value Framework</div><div>6. Multi-Tier Loyalty Programs to Stimulate Customer Engagement </div><div>7. Happy Users, Grumpy Bosses: Current Community Engagement Literature and the Impact of Support Engagement in a B2B Setting on User and Upper Management Satisfaction </div><div><br/></div><div>PART 2: Consequences of Customer Engagement</div><div><br/></div><div>8. Customer Engagement and Employee Engagement: A Research Review and Agenda </div><div>9. The Disruptive Impact of Customer Engagement on the Business-to-Consumer Sales Force </div><div><br/></div><div>PART 3: Application Context of Customer Engagement</div><div><br/></div><div>10. Creating Stronger Brands through Consumer Experience and Engagement </div><div>11. From Customer to Partner Engagement: A Conceptualization and Typology of Engagement in B2B </div><div>12. Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy </div><div>13. The Emotional Engagement Paradox </div><div>14. Conclusion: Informing Customer Engagement Marketing and Future Research </div><div><br/></div>