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