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Digital Consumer Management: Understanding and Managing Consumer Engagement in the Digital Environment by Emmanuel Mogaji 9781032486024
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Digital Consumer Management: Understanding and Managing Consumer Engagement in the Digital Environment by Emmanuel Mogaji 9781032486024

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Description

• 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.



Book Information
ISBN 9781032486024
Author Emmanuel Mogaji
Format Paperback
Page Count 238
Imprint Routledge
Publisher Taylor & Francis Ltd

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