Emmanuel Mogaji

Digital Consumer Management (eBook, ePUB)

Understanding and Managing Consumer Engagement in the Digital Environment

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 254
• Erscheinungstermin: 31. Oktober 2023
• Englisch
• ISBN-13: 9781000970944
• Artikelnr.: 69026032

Autorenporträt

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

Inhaltsangabe

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