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

Karam, Esraa and Alexander, Matthew (2018) Exploring customer engagement marketing (CEM) and its impact on customer engagement behaviour (CEB) stimulation. In: 10th SERVSIG Conference, 2018-06-14 - 2018-06-16, IESEG School of Management.

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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.