Digital Consumer Management: Understanding and Managing Consumer Engagement in the Digital Environment...

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Emmanuel Mogaji (University of Greenwich, UK)

Digital Consumer Management

Understanding and Managing Consumer Engagement in the Digital Environment

Emmanuel Mogaji (University of Greenwich, UK)

$83.99

Paperback

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English

Routledge
31 October 2023

Economics; Advertising

• Takes a unique approach to considering the digital consumer and digital consumption, considering it from the perspective of the brand and how brands engage with, understand and manage their customers.

• Suitable as core and recommended reading across a broad range of Digital/Online Consumer Behaviour, Digital Marketing and Marketing Management modules.

• Real-life examples and case studies from across sectors are used to explain how brands operate in practice, whilst reflective questions and activities allow students to critically reflect on their learning.

By: Emmanuel Mogaji (University of Greenwich UK)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm,
Weight: 80g
ISBN: 9781032486024
ISBN 10: 1032486023
Pages: 238
Publication Date: 31 October 2023
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

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