Placing Customer Engagement Within Marketing Management
Placing the customer engagement in the marketing management field and exploring how it alters firm and customer perspectives on the value formation in marketing process, this chapter offers the comprehensive framework of CE management. From the firm standpoint, the formation of value proposition is not the exclusive domain of a company, because customer may actively attend this process. On the other hand, such an activism (engagement) may bring certain value to customer, may enhance customer perceived value. Therefore, Żyminkowska proposes the normative model of CE management that refers to both the firm perspective on value (i.e. the components of the CE management process, and CE benefits and risk for the firms) and consumer view on value (i.e. values or motives that drive customer engagement).
KeywordsCustomer engagement and value proposition Customer engagement and customer perceived value Customer engagement management process
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