56 страниц. 2014 год. LAP Lambert Academic Publishing There are rapid changes in demographics, technology and the competitive landscape therefore smart companies are increasingly turning to play and games, as a way of radically reinventing their organisations. They are engaging customers as never before, aligning employees, and driving innovation that seemed virtually impossible only a decade ago. They have realised that their strength is in marshalling the intelligence, motivation and most critically, engagement of their communities to drive their business objective as prophesied by Gabe and Joselin. This book is an empirical study on the prospects of gamification on customer engagement in Chennai, India.