ZASTOSOWANIE KONCEPCJI CUSTOMER ENGAGEMENT W BRANŻY ODZIEŻOWEJ
APPLYING THE CUSTOMER ENGAGEMENT CONCEPT IN THE FASHION INDUSTRY

Summary/Abstract: Marketing process interpreted as defining, creating and delivering value may be conducted within the extended network of competences. Customer – consumer is one of this network participant. The concept of Customer Engagement (CE) refers to the customer’s (actual or potential) activity which is understood as customer engaging and engaging customer in value co-creation with firm and other customers. Firms in fashion sector have particular possibilities in engaging customers into the marketing process, what results from the product category characteristics. The review of CE interpretations in marketing literature (narrow and broad perspective) and systematic of CE forms are conducted in the paper. Based on narrow CE definition, in managerial perspective, the classification of CE forms is proposed.

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