Construct · 1 fields · 1 citations

customer engagement marketing: a standalone construct

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Marketing

a firm's deliberate effort to motivate, empower and measure customers' voluntary contributions to its marketing functions beyond core purchase.

In marketing, customer engagement marketing refers to a firm's deliberate effort to motivate, empower and measure customers' voluntary contributions to its marketing functions beyond core purchase. This meaning comes from Harmeling (2016) in Journal of the Academy of Marketing Science.[1]

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Nearby constructs

customer engagement4 names · 4 citationsjangle · one investment, several models effort2 fields · 2 citationsjingle · one word, two constructs engagement8 fields · 13 citationsjingle · one name, seven constructs

References

Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2016). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312-335. https://doi.org/10.1007/s11747-016-0509-2

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