This work-in-progress paper aims at studying an emerging topic in the customer engagement literature called ‘Customer Engagement Marketing’ (CEM). Customer Engagement Marketing (CEM) is viewed as a foundational tool and a technique for organizations to capitalize on customer engagement to achieve their objective.
|Number of pages||6|
|Publication status||Published - 14 Jun 2018|
|Event||10th SERVSIG Conference: Opportunities for Services in a Challenging World - IESEG School of Management, Paris, France|
Duration: 14 Jun 2018 → 16 Jun 2018
|Conference||10th SERVSIG Conference|
|Period||14/06/18 → 16/06/18|
- customer engagement
- customer engagement behaviour
Karam , E., & Alexander, M. (2018). Exploring customer engagement marketing (CEM) and its impact on customer engagement behaviour (CEB) stimulation. 208-213. Paper presented at 10th SERVSIG Conference, Paris, France.