Social Media Marketing: Game Theory and the Emergence of Collaboration
Autor Eric Andersonen Limba Engleză Hardback – 11 aug 2010
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Specificații
ISBN-13: 9783642132988
ISBN-10: 3642132987
Pagini: 200
Ilustrații: X, 188 p.
Dimensiuni: 155 x 235 x 20 mm
Greutate: 0.46 kg
Ediția:2010
Editura: Springer Berlin, Heidelberg
Colecția Springer
Locul publicării:Berlin, Heidelberg, Germany
ISBN-10: 3642132987
Pagini: 200
Ilustrații: X, 188 p.
Dimensiuni: 155 x 235 x 20 mm
Greutate: 0.46 kg
Ediția:2010
Editura: Springer Berlin, Heidelberg
Colecția Springer
Locul publicării:Berlin, Heidelberg, Germany
Public țintă
ResearchCuprins
Surviving the Customer.- Zero-Sum Games in Traditional Marketing.- The Prisoner’s Dilemma and the Emergence of Cooperation.- Consumer Revolt and the Rising Cost of Defection.- Sustaining Marketer-Consumer Cooperation through Coordination Games.- Crowdsourcing and Schelling’s Theory of Self-Command.- Content Popularity and Spence’s Theory of Costly Signaling.- Kapferer’s Prism and the Shifting Ground of Brand Identity.- Maxwell’s Demon and the Dwindling Supply of Consumer Attention.
Notă biografică
Eric Anderson’s expertise regarding social media marketing is based on many years of experience as a marketing manager and digital media consultant. He is the VP of Emerging Media at White Horse, one of the leading interactive agencies in the US. His social media podcast series recently won a silver award in the 2009 Summit Creative Awards.
Textul de pe ultima copertă
Does social media marketing signal the death of advertising, or its rebirth? Or is it merely the trend of the moment, destined for over-saturation and burnout? The current mania for social media clouds the marketer's vision with both overheated hype and dire predictions, none of which brings us closer to understanding how and why social media has emerged as a driving force in contemporary marketing.The science of game theory provides the toolset for the marketer and the marketing scholar to see past the bubble trends to the deep structure of marketer-consumer relationships. Originally developed to guide Cold-War geopolitical maneuvering, game theory illuminates the conflicting and overlapping interests of marketers and consumers in marketing's long and contentious evolution toward cooperation. Social media marketing is revealed as an evolutionary stage in a movement that began with the Web itself. Its future depends on the decisions marketers make today.
Caracteristici
Brings clarity and perspective amid the hype surrounding the emergence of new forms of consumer interaction A valuable hands-on tool for evaluating emerging marketing media, using a framework that’s objective, rational, and historically grounded Points out startling connections, based on real-world examples, between phenomena in seemingly unrelated fields of study – marketing and game theory