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

• 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.