02710nam a2200361Ia 4500 20260803094251.0 251212s2024 xx 000 0 und d Digital consumer management : understanding and managing consumer engagement in the digital environment / Emmanuel Mogaji. Mogaji, Emmanuel London ; New York : Routledge, Taylor & Francis Group, 2024. xv, 237 pages: 24 cm Includes bibliographical references and index 9781032486024 Information technology Management. Technological innovations Management. Industrial management Data processing. CIR 658.05 M724 2024 0 0 0 1 0 0 1 0 0 1 1 0 HED6866 in English College Library Introduction to digital consumer manager -- The digital consumer -- Engagement platform -- Brands on platforms -- Dominant platform developers -- Third-party platform developers -- Data analytic on digital platforms -- Regulating digital consumption -- Dark side of digital consumption -- Contemporary issues of digital consumption "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"--|cProvided by publisher. 0 text unmediated volume lcc BK dsolimen 2025-01-22 15:55:59 dsolimen 2025-01-22 15:56:07 13225 13097 13097 0 0 ddc 0 0 HED HED HED 2025-12-21 0 CIR 658.05 M724 2024HED6866 HED6866 2026-06-02 00:00:00 2025-12-21 BK