000			02692nam a22002177a 4500
005			20241218152318.0
008			241218b |||||||| |||| 00| 0 eng d
020			_a9781032486024
082			_a658.05 _bMOG
100			_aMogaji, Emmanuel _99434
245			_aDigital consumer management: _bunderstanding and managing consumer engagement in the digital environment
260			_bRoutledge _aNew York _c2024
300			_axv, 237 p.
365			_aGBP _b39.99
500			_aTable of content: Chapter 1 – Introduction to digital consumer management Chapter 2 - The digital consumer Chapter 3 - Engagement platform Chapter 4 - Brands on platforms Chapter 5 – Dominant platform developers Chapter 6 - Third-party platform developers Chapter 7 – Data analytics on digital platforms Chapter 8 - Regulating digital consumption Chapter 9 - Dark side of digital consumption Chapter 10: Contemporary issues of digital consumption [https://www.routledge.com/Digital-Consumer-Management-Understanding-and-Managing-Consumer-Engagement-in-the-Digital-Environment/Mogaji/p/book/9781032486024]
520			_aIntegrating 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. (https://www.routledge.com/Digital-Consumer-Management-Understanding-and-Managing-Consumer-Engagement-in-the-Digital-Environment/Mogaji/p/book/9781032486024)
650			_aInformation technology--Management
650			_aTechnological innovations --Management
650			_aIndustrial management--Data processing
942			_cBK _2ddc
999			_c7932 _d7932