1st Edition
Digital Consumer Management Understanding and Managing Consumer Engagement in the Digital Environment
By Emmanuel Mogaji
Copyright 2024
254 Pages
10 B/W Illustrations
by
Routledge
254 Pages
10 B/W Illustrations
by
Routledge
254 Pages
10 B/W Illustrations
by
Routledge
Also available as eBook on:
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... Read more
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
Biography
Emmanuel Mogaji is an Associate Professor in Marketing at the Keele Business School, UK.
