TY - BOOK ID - 118424727 TI - B2B Customer Engagement Strategy AU - Prior, Daniel D AU - SpringerLink (Online service) PY - 2023 SN - 9783031234095 PB - Cham Springer International Publishing :Imprint: Palgrave Macmillan DB - UniCat KW - Customer relations—Management. KW - Marketing. KW - Customer Relationship Management. KW - Consumer goods KW - Domestic marketing KW - Retail marketing KW - Retail trade KW - Industrial management KW - Aftermarkets KW - Selling KW - Marketing KW - Customer relations. KW - Industrial marketing. KW - Relationship marketing. KW - Customer relations KW - B2B marketing (Business to business marketing) KW - Business to business marketing KW - Business-to-business selling KW - Industrial equipment KW - Business KW - Public relations KW - Consumer affairs departments KW - Customer advisory boards KW - Relationship marketing UR - https://www.unicat.be/uniCat?func=search&query=sysid:118424727 AB - Business 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. . ER -