Digital Consumer Management

ISBN-13: 9781032486024 / Miękka / 2023 / 238 str.

UK) Mogaji Emmanuel (University of Greenwich

Opis

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.

Recenzje

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Spis treści

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

O autorze

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