Digital consumer management : understanding and managing consumer engagement in the digital environment / Emmanuel Mogaji.

By:

Mogaji, Emmanuel [author.]

Material type: Text

text

Media type:

computer

Carrier type:

online resource

Subject(s):

Additional physical formats: Print version:: Digital consumer managementDDC classification:

658.05 M.E.D 23

LOC classification:

HD30.2 .M63 2024

Online resources:

Available on campus and off campus with authorized logon

Summary: "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.

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Books	Main library	Faculty of Economics & Political ( General )	658.05 M.E.D (Browse shelf(Opens below))	C.1	Available		00017531

Includes bibliographical references and index.

"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.

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

Description based upon online resource; title from PDF title page (viewed November 1st, 2023).

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