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

This book provides an insightful and practical approach to understanding the digital consumer and digital consumption, suitable for students studying Digital/Online Consumer Behaviour, Digital Marketing, and Marketing Management. It uses real-life examples and case studies to demonstrate how brands engage with customers and encourages critical reflection on learning.

Format: Paperback / softback
Length: 238 pages
Publication date: 31 October 2023
Publisher: Taylor & Francis Ltd

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.

This book provides a comprehensive and up-to-date introduction to the complex and rapidly evolving world of digital consumer and digital consumption. It offers a unique perspective on the topic, considering it from the perspective of the brand and how brands engage with, understand, and manage their customers.

The book is suitable as core and recommended reading across a broad range of Digital/Online Consumer Behaviour, Digital Marketing, and Marketing Management modules. It is written in a clear and accessible style, making it accessible to students with a range of backgrounds and levels of expertise.

Real-life examples and case studies from across sectors are used to illustrate how brands operate in practice. These examples help to bring the theory to life and provide students with a practical understanding of the challenges and opportunities that digital consumerism presents.

In addition to the examples, the book includes reflective questions and activities that allow students to critically reflect on their learning. These questions encourage students to think about the implications of the topics covered and to apply their knowledge to real-world situations.

Overall, this book is an essential resource for anyone interested in digital consumer and digital consumption. It provides a comprehensive and insightful introduction to the topic, and is suitable for students, professionals, and researchers alike.

Weight: 460g
Dimension: 174 x 247 x 20 (mm)
ISBN-13: 9781032486024