eBook - ePub
Digital Consumer Management
Understanding and Managing Consumer Engagement in the Digital Environment
Emmanuel Mogaji
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- 232 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Digital Consumer Management
Understanding and Managing Consumer Engagement in the Digital Environment
Emmanuel Mogaji
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About This Book
⢠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.
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