Anderson, Eric <br/><br/>
Social media marketing :  game theory and the emergence of collaboration 
Eric Anderson 
 - Heidelberg ;  New York :  Springer,  c2010. 
 - x, 188 p. :  ill. ;  25 cm. 
<br/><br/>Includes bibliographical references (p. [181]-188). 
<br/><br/>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. 
<br/><br/> Social media represents a challenge to the traditional model of mass media, which in turn represents a challenge to traditional mass marketing. This book examines multiple facets of the new media experience through the lens of game theory concepts. 
<br/><br/><label>ISBN: </label>978-3642436208 
<br/><br/><label>LCCN: </label>2010931519 
<br/><br/><label>Nat. Bib. No.: </label>GBB090804  bnb 10,N18  dnb 
<br/><br/><label>Nat. Bib. Agency Control No.: </label>015612541  Uk 1001976851  DE-101 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Internet marketing<br/>Social media<br/>Game theory<br/>Customer relations<br/>Online-Marketing<br/>World Wide Web 2.0<br/>Soziales Netzwerk<br/>Soziale Software<br/>Verbraucherverhalten<br/>Spieltheorie
<br/><br/><label>LC Class. No.: </label>HF5415.1265  / .A53 2010 
<br/><br/><label>Dewey Class. No.: </label>658.872