Customer Engagement Marketing

  • Robert W. Palmatier
  • V. Kumar
  • Colleen M. Harmeling

Table of contents

  1. Front Matter
    Pages i-xviii
  2. Anita Pansari, V. Kumar
    Pages 1-27
  3. Antecedents of Engagement

    1. Front Matter
      Pages 29-29
    2. Rajkumar Venkatesan, J. Andrew Petersen, Leandro Guissoni
      Pages 53-74
    3. Alexander Bleier, Arne De Keyser, Katrien Verleye
      Pages 75-94
    4. Alec Minnema, Tammo H. A. Bijmolt, J. Andrew Petersen, Jeffrey D. Shulman
      Pages 95-118
    5. Tammo H. A. Bijmolt, Manfred Krafft, F. Javier Sese, Vijay Viswanathan
      Pages 119-139
    6. Sander F. M. Beckers, Sterling A. Bone, Paul W. Fombelle, Jenny van Doorn, Peter C. Verhoef, Kristal R. Ray
      Pages 141-169
  4. Consequences of Customer Engagement

    1. Front Matter
      Pages 171-171
    2. Vikas Mittal, Kyuhong Han, Robert A. Westbrook
      Pages 173-201
  5. Application Context of Customer Engagement

    1. Front Matter
      Pages 219-219
    2. Bobby J. Calder, Linda D. Hollebeek, Edward C. Malthouse
      Pages 221-242
    3. Richie L. Liu, David E. Sprott, Eric R. Spangenberg, Sandor Czellar
      Pages 269-292
    4. Lerzan Aksoy, Timothy L. Keiningham, Alexander Buoye, Joan Ball
      Pages 293-305
    5. Colleen M. Harmeling, Jordan W. Moffett, Robert W. Palmatier
      Pages 307-323
  6. Back Matter
    Pages 325-328

About this book


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.  


customer engagement marketing strategy product innovation consumer relations consumer behavior relationship management

Editors and affiliations

  • Robert W. Palmatier
    • 1
  • V. Kumar
    • 2
  • Colleen M. Harmeling
    • 3
  1. 1.Foster School of BusinessUniversity of WashingtonSeattleUSA
  2. 2.Georgia State UniversityAtlantaUSA
  3. 3.Florida State UniversityTallahasseeUSA

Bibliographic information

Industry Sectors
Finance, Business & Banking