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...

Einführung -- Grundlagen der Untersuchung -- Methodische Konzeption der Untersuchung -- Konzeptualisierung und Messung der internen Kundenorientierung des Controllerbereichs -- Erfolgsauswirkungen der internen Kundenorientierung des Controllerbereichs -- Determinanten der internen...

Basics of investigation -- Conceptualization of market-driving behavior in emerging firms -- Measurement of market-driving behavior in emerging firms -- Empirical study of market-driving behavior in emerging technology firms -- Discussion -- Summary