000			01996nam a22002177a 4500
003			0
005			20241022085145.0
008			241022b xxu||||| |||| 00| 0 eng d
020			_a9781032486024
050			_aHD 30.2 _b.M64 2024
100			_aMogaji, Emmanuel, _eauthor.
245			_aDigital consumer management : _bunderstanding and managing consumer engagement in the digital environment / _cEmmanuel Mogaji.
260			_aNew York, NY : _bRoutledge, _c2024.
300			_axv, 237 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references.
520			_a"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"--Provided by publisher.
650			_aInformation technology _vManagement.
650			_aTechnological innovations _vManagement.
650			_aIndustrial management _vData processing.
942			_2lcc _cBK
999			_c366613 _d366613