Valuing Customer Engagement

More about the book

Focusing on the evolution of customer engagement, this book introduces a comprehensive framework for understanding and implementing profitable customer management strategies. It serves as an authoritative resource, detailing both the theoretical foundations and practical methods applicable in various business contexts, including both business-to-consumer and business-to-business interactions. As a pioneering work in the field, it aims to equip managers with essential tools to enhance customer relationships and drive profitability.