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Herding Cats by Michael Weiss, Andrew Rohm

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Chapter 2

Customer Engagement

In a landmark 1960s Supreme Court ruling on pornography and free speech, Justice Potter Stewart famously stated, in the Court’s efforts and attempts to define obscenity, “I know it when I see it.”1 The same challenge applies to defining the concept of customer engagement.

Both industry experts and marketing scholars offer widely differing views of what customer engagement is. For instance, in 2006, the Advertising Research Foundation proposed an initial definition of customer engagement as the process of “turning on a prospect to a brand idea enhanced by the surrounding context.” A more practical definition of customer engagement by Wikipedia states that it “is the engagement of customers with one another, with a ...

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