• 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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