000 02974nam a22004695i 4500
001 978-3-642-13299-5
003 DE-He213
005 20140220084537.0
007 cr nn 008mamaa
008 100726s2010 gw | s |||| 0|eng d
020 _a9783642132995
_9978-3-642-13299-5
024 7 _a10.1007/978-3-642-13299-5
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aKJSM
_2bicssc
072 7 _aBUS043000
_2bisacsh
082 0 4 _a658.8
_223
100 1 _aAnderson, Eric.
_eauthor.
245 1 0 _aSocial Media Marketing
_h[electronic resource] :
_bGame Theory and the Emergence of Collaboration /
_cby Eric Anderson.
264 1 _aBerlin, Heidelberg :
_bSpringer Berlin Heidelberg,
_c2010.
300 _aX, 188p. 4 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
505 0 _aSurviving 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.
520 _aDoes 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.
650 0 _aEconomics.
650 0 _aEconomics, Mathematical.
650 0 _aMarketing.
650 0 _aMass media.
650 1 4 _aEconomics/Management Science.
650 2 4 _aMarketing.
650 2 4 _aGame Theory/Mathematical Methods.
650 2 4 _aMedia Management.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9783642132988
856 4 0 _uhttp://dx.doi.org/10.1007/978-3-642-13299-5
912 _aZDB-2-SBE
999 _c112229
_d112229