Digital Consumer Management - Understanding and Managing Consumer Engagement in the Digital Environment

• Takes a unique approach to considering the digital consumer and digital consumption, considering it from the perspective of the brand and how brands engage with, understand and manage their customers. • Suitable as core and recommended reading across a broad range of Digital/Online Consumer Behaviour, Digital Marketing and Marketing Management modules. • Real-life examples and case studies from across sectors are used to explain how brands operate in practice, whilst reflective questions and activities allow students to critically reflect on their learning.

General

Imprint:	Taylor & Francis
Country of origin:	United Kingdom
Release date:	October 2023
First published:	2024
Authors:	Emmanuel Mogaji
Dimensions:	246 x 174mm (L x W)
Pages:	240
ISBN-13:	978-1-03-248602-4
Categories:	Books
LSN:	1-03-248602-3
Barcode:	9781032486024

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