In an increasingly networked society where customers can interact easily with other customers and firms through social networks and other new media, the question of how to engage customers has become much more important to researchers and to firms.
In September 2009, the 3rd Thought Leadership Conference on Customer Management was held in Montabaur, Germany. A group of more than 40 top scholars in this field intensively discussed key issues in customer engagement. The resulting articles provide new insights for managers wrestling with these issues and many interesting directions for future research. Read the Special Issue of JSR here.
Special Issue Editors
Peter C. Verhoef, University of Groningen
Werner J. Reinartz, University of Cologne
Manfred Krafft, University of Münster