02529cam a2200361 i 4500 23209399 20250404122150.0 230630s2024 enk b 001 0 eng 2023021336 9781032486024 9781032486031 9781003389842 eng pcc 658.05 MOG Mogaji, Emmanuel, Digital Consumer Management: Understanding and Managing Consumer Engagement in the Digital Environment New York Routledge 2024 London ; New York : Routledge, Taylor & Francis Group, 2024. xv, 237 pages ; 25 cm text txt rdacontent unmediated n rdamedia volume nc rdacarrier Includes bibliographical references and index. "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"-- Information technology Technological innovations Industrial management Online version: Mogaji, Emmanuel. Digital consumer management Abingdon, Oxon ; New York, NY : Routledge, 2024 9781003389842 (DLC) 2023021337 7 cbc orignew 1 ecip 20 y-gencatlg BK 43555 43555 0 0 ddc 0 0 IMTN IMTN Rack 20-B 2025-03-28 Raghav Books Private Limited 4450.89 2374 1 658.05 MOG 33890 2025-08-02 00:00:00 2025-07-03 33 2025-02-14 BK Ms. Mamta Solanki