MARC details
| 000 -LEADER |
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| fixed length control field |
02692nam a22002177a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20241218152318.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
241218b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781032486024 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.05 |
| Item number |
MOG |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Mogaji, Emmanuel |
| 245 ## - TITLE STATEMENT |
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| Title |
Digital consumer management: |
| Remainder of title |
understanding and managing consumer engagement in the digital environment |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Name of publisher, distributor, etc. |
Routledge |
| Place of publication, distribution, etc. |
New York |
| Date of publication, distribution, etc. |
2024 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xv, 237 p. |
| 365 ## - TRADE PRICE |
|---|
| Price type code |
GBP |
| Price amount |
39.99 |
| 500 ## - GENERAL NOTE |
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| General note |
Table of content:<br/>Chapter 1 – Introduction to digital consumer management<br/><br/>Chapter 2 - The digital consumer<br/><br/>Chapter 3 - Engagement platform<br/><br/>Chapter 4 - Brands on platforms<br/><br/>Chapter 5 – Dominant platform developers<br/><br/>Chapter 6 - Third-party platform developers<br/><br/>Chapter 7 – Data analytics on digital platforms<br/><br/>Chapter 8 - Regulating digital consumption<br/><br/>Chapter 9 - Dark side of digital consumption<br/><br/>Chapter 10: Contemporary issues of digital consumption<br/>[https://www.routledge.com/Digital-Consumer-Management-Understanding-and-Managing-Consumer-Engagement-in-the-Digital-Environment/Mogaji/p/book/9781032486024] |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
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.<br/><br/>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.<br/><br/>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.<br/>(https://www.routledge.com/Digital-Consumer-Management-Understanding-and-Managing-Consumer-Engagement-in-the-Digital-Environment/Mogaji/p/book/9781032486024) |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Information technology--Management |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Technological innovations --Management |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Industrial management--Data processing |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Book |
| Source of classification or shelving scheme |
Dewey Decimal Classification |