Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes
an integrative approach and brings together different streams of marketing research, such as customer activism and value formation.
The author explores the notion of customer engagement by analysing empirical data compiled from firms operating in the consumer
goods and services sectors, as well as from the consumers themselves. An insightful read for scholars of consumer behaviour
and customer relationship management, this book advances understanding of the drivers, components and effects (both positive
and negative) of customer engagement and proposes a comprehensive framework for its management.