Digital consumer management : understanding and managing consumer engagement in the digital environment

• Main Author: Mogaji, Emmanuel, (Author)
• Format: eBook
• Language: English
• Published: Abingdon, Oxon ; New York, NY : Routledge, 2024.
• Subjects: Information technology > Management.; Technological innovations > Management.; Industrial management > Data processing.; elektronické knihy; electronic books
• ISBN: 9781003389842; 9781000970937; 9781000970944; 9781032486024; 9781032486031
• Physical Description: 1 online resource

"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...