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In this article the author discusses problems which many companies and industries have when attempting to form and maintain relationships with consumers. He is critical of a lack of respect and a failure to listen to consumers which is seen in many companies and industries. Also discussed are changes that the companies and industries could make to achieve better relationships with consumers.

The article presents the author's thoughts on the concept of customer engagement in marketing. He discusses the importance of engagement and the difficulty of defining what it is. It has to do with keeping customers involved with a brand, which requires appealing to the customer's interests and attachments that go beyond the brand itself.