Exploring customer engagement marketing (CEM) and its impact on customer engagement behaviour (CEB) stimulation

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Abstract

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.
Original languageEnglish
Pages208-213
Number of pages6
Publication statusPublished - 14 Jun 2018
Event10th SERVSIG Conference: Opportunities for Services in a Challenging World - IESEG School of Management, Paris, France
Duration: 14 Jun 201816 Jun 2018
https://www.ieseg.fr/en/faculty-and-research/research-events/servsig-2018/

Conference

Conference10th SERVSIG Conference
CountryFrance
CityParis
Period14/06/1816/06/18
Internet address

Keywords

  • customer engagement
  • customer engagement behaviour

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