000			02710nam a2200361Ia 4500
005			20260803094251.0
008			251212s2024 xx 000 0 und d
245	1		_aDigital consumer management : _bunderstanding and managing consumer engagement in the digital environment / _cEmmanuel Mogaji.
100			_aMogaji, Emmanuel
260			_aLondon ; New York : _bRoutledge, Taylor & Francis Group, _c2024.
300			_axv, 237 pages:
300			_c24 cm
500			_aIncludes bibliographical references and index
020			_a9781032486024
650			_aInformation technology _xManagement.
650			_aTechnological innovations _xManagement.
650			_aIndustrial management _xData processing.
944			_aCIR
050			_a658.05 M724 2024
943			_b0 _c0 _d0 _e1 _f0 _g0 _h1 _i0 _j0
944			_b1 _c1 _d0
953			_pHED6866
546			_ain English
953			_cCollege Library
505			_aIntroduction 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
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"--|cProvided by publisher.
591			_a0
336			_atext
337			_aunmediated
338			_avolume
942			_2lcc _cBK _adsolimen _b2025-01-22 15:55:59 _ddsolimen _e2025-01-22 15:56:07
998			_a13225
999			_c13097 _d13097