Engagement

Engagement topicsCustomer engagement is all about creating a bond between a brand and its audience, and the AMA offers a plethora of information, expert insights and educational opportunities to help you accomplish that aim.

Below yo​u'll find links to the latest engagement-focused AMA events; magazine and journal articles; podcasts, webcasts and videos; and resources including case studies, white papers, and interactive tools and templates.​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​

When companies focus on customer loyalty at the expense of customer satisfaction, they hurt both their employees and customers … Customer satisfaction is the foundation of customer …
Authors: Vikas Mittal Date: 10/18/2016  

When companies focus on customer loyalty at the expense of customer satisfaction, they hurt both their employees and customers … Customer satisfaction is the foundation of customer …
Authors: Vikas Mittal Date: 10/18/2016  

Marketers must remain agile as customer expectations are changing … Customers’ expectations for agility and coherence will remain high, despite the proliferation of channels and …
Authors: Molly Soat Date: 10/10/2016  

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In the sharing economy, brands that understand people and how to relate to their needs and wants win … Unilever's BV Pradeep says "people insights" are the key to knowing the customer …
Authors: Molly Soat Date: 10/7/2016  

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As a brand, how do you connect with people who are glued to their mobile screens … Google’s Jim Lecinski presents five key questions marketers should ask now to reach super-connected …
Authors: Lauren Drell Date: 10/7/2016  

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By: Sungwook Min, Xubing Zhang, Namwoon Kim, and Rajendra K. Srivastava Article Snapshot … This study present an analytical model in which two firms compete …
Authors: Sungwook Min, Xubing Zhang, Namwoon Kim, and Rajendra K. Srivastava Date: 10/7/2016  

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E-mail is one of the best tactics in terms of ROI, and marketers have to get it right … Personalization is expected in e-mail marketing, and automation is necessary for scale …
Authors: Michelle Markelz Date: 10/6/2016  

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By: Lance A. Bettencourt AMA Scholarly Insights … Companies want customers to feel appreciated so they offer a financial acknowledgement such as a discount on …
Authors: Lance A. Bettencourt Date: 10/4/2016  

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Why the shift to customer-centricity is critical and how sticking with the status quo of traditional business practices simply isn’t going to cut it … How you can align and drive …
Authors: Selma AvdicDate: 9/15/2016  

By: Lance A. Bettencourt AMA Scholarly Insights … The purpose of business is to create customer and firm value and marketing can and should be a central player …
Authors: Lance A. Bettencourt Date: 9/1/2016  

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