Digital consumer management: understanding and managing consumer engagement in the digital environment
"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 exp...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge
2024
|
| Schlagworte: | |
| Zusammenfassung: | "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"-- |
| Beschreibung: | xv, 237 Seiten Illustrationen, Diagramme |
| ISBN: | 9781032486024 9781032486031 |
Internformat
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| 520 | |a "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"-- | ||
| 650 | 4 | |a Information technology / Management | |
| 650 | 4 | |a Technological innovations / Management | |
| 650 | 4 | |a Industrial management / Data processing | |
| 650 | 4 | |a Technologie de l'information / Gestion | |
| 650 | 4 | |a Innovations / Gestion | |
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| 650 | 7 | |a Information technology / Management |2 fast | |
| 650 | 7 | |a Technological innovations / Management |2 fast | |
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Datensatz im Suchindex
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| discipline | Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| index_date | 2024-07-03T23:13:23Z |
| indexdate | 2024-07-20T05:37:38Z |
| institution | BVB |
| isbn | 9781032486024 9781032486031 |
| language | English |
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| physical | xv, 237 Seiten Illustrationen, Diagramme |
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| publisher | Routledge |
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| spelling | Mogaji, Emmanuel Verfasser (DE-588)1235831337 aut Digital consumer management understanding and managing consumer engagement in the digital environment Emmanuel Mogaji London ; New York Routledge 2024 xv, 237 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier "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 / Management Technological innovations / Management Industrial management / Data processing Technologie de l'information / Gestion Innovations / Gestion Gestion / Informatique Industrial management / Data processing fast Information technology / Management fast Technological innovations / Management fast Erscheint auch als Online-Ausgabe 9781003389842 |
| spellingShingle | Mogaji, Emmanuel Digital consumer management understanding and managing consumer engagement in the digital environment Information technology / Management Technological innovations / Management Industrial management / Data processing Technologie de l'information / Gestion Innovations / Gestion Gestion / Informatique Industrial management / Data processing fast Information technology / Management fast Technological innovations / Management fast |
| title | Digital consumer management understanding and managing consumer engagement in the digital environment |
| title_auth | Digital consumer management understanding and managing consumer engagement in the digital environment |
| title_exact_search | Digital consumer management understanding and managing consumer engagement in the digital environment |
| title_exact_search_txtP | Digital consumer management understanding and managing consumer engagement in the digital environment |
| title_full | Digital consumer management understanding and managing consumer engagement in the digital environment Emmanuel Mogaji |
| title_fullStr | Digital consumer management understanding and managing consumer engagement in the digital environment Emmanuel Mogaji |
| title_full_unstemmed | Digital consumer management understanding and managing consumer engagement in the digital environment Emmanuel Mogaji |
| title_short | Digital consumer management |
| title_sort | digital consumer management understanding and managing consumer engagement in the digital environment |
| title_sub | understanding and managing consumer engagement in the digital environment |
| topic | Information technology / Management Technological innovations / Management Industrial management / Data processing Technologie de l'information / Gestion Innovations / Gestion Gestion / Informatique Industrial management / Data processing fast Information technology / Management fast Technological innovations / Management fast |
| topic_facet | Information technology / Management Technological innovations / Management Industrial management / Data processing Technologie de l'information / Gestion Innovations / Gestion Gestion / Informatique |
| work_keys_str_mv | AT mogajiemmanuel digitalconsumermanagementunderstandingandmanagingconsumerengagementinthedigitalenvironment |