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...
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Συγγραφή απο Οργανισμό/Αρχή: | |
Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
Γλώσσα: | English |
Έκδοση: |
Berlin, Heidelberg :
Springer Berlin Heidelberg,
2010.
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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.