Social Media Marketing Game Theory and the Emergence of Collaboration /

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...

Πλήρης περιγραφή

Λεπτομέρειες βιβλιογραφικής εγγραφής
Κύριος συγγραφέας: Anderson, Eric (Συγγραφέας)
Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
Γλώσσα:English
Έκδοση: Berlin, Heidelberg : Springer Berlin Heidelberg, 2010.
Θέματα:
Διαθέσιμο Online:Full Text via HEAL-Link
Πίνακας περιεχομένων:
  • 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.