000			02897nam a22003375i 4500
999			_c238492 _d238492
001			238492
003			ES-VaUE
005			20240612101151.0
006			a||||fo|||| 00| 0
007			cr nn 008mamaa
008			230403s2023 sz | o |||| 0|eng d
020			_a9783031234095
024	7		_a10.1007/978-3-031-23409-5 _2doi
040			_aES-VaUEC _bspa _cES-VaUEC _dES-VaUE
050		4	_aHF5415.5 _b2023 EB
100	1	0	_aPrior, Daniel D. _eautor _4http://id.loc.gov/vocabulary/relators/aut _9518777
245	1	0	_aB2B Customer Engagement Strategy : _bAn Introduction to Managing Customer Experience _cby Daniel D Prior
250			_a1st ed 2023
264		1	_aCham _c2023 _bSpringer International Publishing
300	0	0	_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
505	0		_a1. What is Customer Engagement ? -- 2. CE Context -- 3. Customer Experience (CX) and Customer Journey -- 4. The Case for CE Capability -- 5. Customer Journey Management -- 6. Customer Relationship Management (CRM) -- 7. Customer Communications -- 8. Analytics and Insight -- 9. CE Capability Maturity -- 10. Current Issues in CE. .
520			_aBusiness to business (B2B) transactions account for 60-70% of all transactions globally. Considering this, many supplier firms aspire to create high levels of customer engagement, and this involves identifying various ways to improve customer experience. In fact, companies such as Google, Amazon, Microsoft, and others now employ professionals in customer engagement roles and dedicate entire corporate divisions to ensure seamless customer engagement. Creating high customer engagement is challenging without a cohesive, strategic approach - particularly in B2B markets. This textbook introduces students to customer engagement strategy in B2B markets, the foundation of which is customer engagement capability. Companies must develop and implement four sub-capabilities - customer journey management, customer relationship management, customer communications and data analytics and insight to succeed. With a myriad of case studies, discussion questions and prompts for further reading, the textbook translates theory into practice and serves as a useful foundation for executive courses as well as fundamental reading for masters-level specialist courses in customer engagement, marketing, sales, and strategy. In addition, practitioners in supplier firms will also be able to use to build their customer engagement capability. .
988			_aSpringer_Business_2023
650		7	_2embne _96518 _aMarketing
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-031-23409-5 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE
998			_b06/2024 _db _ej _zSI