000			03085nam a2200457 i 4500
001			R9781003389842
001			9781003389842
003			NhCcYBP
005			20250812152630.0
006			m o d
007			cr |||||||||||
008			230630t20242024enka ob 001 0 eng
010			_a 2023021337
020			_z9781032486024
024	7		_a10.4324/9781003389842 _2doi
035			_a9781003389842
037			_a9781003389842 _bTaylor & Francis
040			_aDLC _beng _erda _cEG-NcFUE
042			_apcc
050	0	4	_aHD30.2 _b.M63 2024
082	0	0	_a658.05 M.E.D _223
100	1		_aMogaji, Emmanuel, _eauthor.
245	1	0	_aDigital consumer management : _bunderstanding and managing consumer engagement in the digital environment / _cEmmanuel Mogaji.
264		1	_aAbingdon, Oxon ; _aNew York, NY : _bRoutledge, _c2024.
264		4	_c©2024
300			_axv, 237 pages : _billustrations ; _c24 cm
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
504			_aIncludes bibliographical references and index.
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.
545	0		_aEmmanuel Mogaji is an Associate Professor in Marketing at the Keele Business School, UK.
588			_aDescription based upon online resource; title from PDF title page (viewed November 1st, 2023).
650		0	_aInformation technology _xManagement.
650		0	_aTechnological innovations _xManagement.
650		0	_aIndustrial management _xData processing.
776	0	8	_iPrint version: _aMogaji, Emmanuel. _tDigital consumer management _dAbingdon, Oxon ; New York, NY : Routledge, 2024 _z9781032486024 _w(DLC) 2023021336
856	4	0	_aBloomington _uhttps://www.taylorfrancis.com/books/9781003389842 _zAvailable on campus and off campus with authorized logon
942			_2ddc _cBK
949			_hwellsebook
999			_c13295 _d13295