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

— —

Emmanuel Mogaji (University of Greenwich, UK)

Digital Consumer Management

Understanding and Managing Consumer Engagement in the Digital Environment

Emmanuel Mogaji (University of Greenwich, UK)

$305

Hardback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Routledge
31 October 2023

Economics; Advertising

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.

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.

By: Emmanuel Mogaji (University of Greenwich UK)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm,
Weight: 620g
ISBN: 9781032486031
ISBN 10: 1032486031
Pages: 238
Publication Date: 31 October 2023
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

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

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