Introduction
This chapter builds on the relationship between customer engagement (CE) and customer perceived value (CPV); the two customer side marketing constructs that lead to satisfaction. The earlier three chapters detailed on the concept of value, CPV at bottom of the pyramid, and marketing framework for delivering value. This particular chapter takes a long term view to value and talks of how firms can institutionalize CPV and engagement at the bottom of the pyramid in India.
Customer Engagement
CE can be seen as an important success factor for business organizations in the fast paced, dynamic, and contemporary business environment ...
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