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Digital Consumer Management: Understanding and Managing Consumer Engagement in the Digital Environment - Tapa blanda

Mogaji, Emmanuel

 
9781032486024: Digital Consumer Management: Understanding and Managing Consumer Engagement in the Digital Environment
Tapa blanda
ISBN 10: 1032486023 ISBN 13: 9781032486024
Editorial: Routledge, 2023

Sinopsis

Integrating consumer behaviour, digital marketing, digital platform management, web analytics, and marketing insights, Digital Consumer Management provides a holistic understanding-from a brand perspective-of the management of consumers and consumption in the digital ecosystem.

Chapters explore the key stakeholders in platform management, the multiple types of platforms used by brands, the various consumer-brand touchpoints, how the platforms are developed and with what goals in mind, managing consumer engagement and activities on these platforms, how the platforms are regulated, and the dark side of digital consumption. Theory is brought to life by practical examples and case studies from across sectors, and reflective questions and activities allow students to critically reflect on their learning.

Providing a comprehensive picture of digital consumption activities, digital consumer behaviour across platforms, and how brands can manage and engage with the digital consumer, this text works as core and recommended reading for students studying digital consumer behaviour, digital marketing, and marketing management. Accompanying online resources include PowerPoint slides and an instructor’s manual.

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Acerca del autor

Emmanuel Mogaji is an Associate Professor in Marketing at the Keele Business School, UK.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Routledge
Año de publicación
2023
Idioma
Inglés
ISBN 10 
1032486023
ISBN 13 
9781032486024
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
254
Contacto del fabricante
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Alemania