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Executing on a customer engagement strategy

Venkatesan, Rajkumar - In: Journal of the Academy of Marketing Science 45 (2017) 3, pp. 289-293

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Building-up versus paring-down : consumer responses to recommendations when customizing

Coker, Brent; Nagpal, Anish - In: Journal of retailing 89 (2013) 2, pp. 190-206

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Conceptualizing value creation in the platform era

Wichmann, Julian R. K.; Reinartz, Werner J.; … - In: Journal of creating value 8 (2022) 2, pp. 184-203

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Customer engagement and marketing practice

Kumar, V. - In: Handbook of research on customer engagement, (pp. 4-19). 2019

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Interaction orientation : the new measure of marketing capabilities

Kumar, V.; Ramani, Girish - In: MSI reports : working paper series (2007) 1, pp. 3-25

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From customer-, to actor-, to stakeholder engagement : taking stock, conceptualization, and future directions

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Customer Engagement Marketing

Palmatier, Robert W. (ed.); Kumar, V. (ed.); … - 2018

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...

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Customer engagement marketing

Palmatier, Robert W. (ed.); Kumar, V. (ed.); … - 2018

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Customer engagement : the construct, antecedents, and consequences

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Global customer engagement

Gupta, Shaphali; Pansari, Anita; Kumar, V. - In: Journal of international marketing 26 (2018) 1, pp. 4-29

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