Skip to main content
Book Chapter

Customer Engagement — Fad or the Real McCoy? The Attempt of IMC Paradigm Shift via Online Media

  • Podnar K
  • Golob U
Palgrave Macmillan UK, (2015), 100-117
DOI: 10.1057/9781137388551_5
N/ACitations
Citations of this article
2Readers
Mendeley users who have this article in their library.
Get full text

Abstract

… customer engagement. They propose four different sources of value derived out of customer engagement: (1) customer purchasing behaviour with direct functional value, (2) customer …

Cite

CITATION STYLE

APA

Podnar, K., & Golob, U. (2015). Customer Engagement — Fad or the Real McCoy? The Attempt of IMC Paradigm Shift via Online Media. In Integrated Communications in the Postmodern Era (pp. 100–117). Palgrave Macmillan UK. https://doi.org/10.1057/9781137388551_5

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free