Academics and practitioners alike have increasingly embraced the idea of customer engagement as a major objective of marketing. But this raises the question of how engagement should be conceptualized and measured. Existing research has approached this in a conventional way by developing “one...

Linking marketing to financial outcomes is a major obstacle to firms fully recognizing the contribution of marketing. But two divergent, and to some extent competing, perspectives have arisen around determining the financial value of marketing—one based on customer relationships as an asset,...