000			02090nam a22004574a 4500
008			100629s2010 gw a b 000 0 eng d
010			_a 2010931519
015			_aGBB090804 _2bnb
015			_a10,N18 _2dnb
016	7		_a015612541 _2Uk
016	7		_a1001976851 _2DE-101
020			_a978-3642436208
035			_a(OCoLC)ocn651077709
040			_aUKM _cUKM _dYDXCP _dC#P _dBWX _dCDX _dGWDNB _dOCLCQ _dOHX _dBTCTA _dUKMGB _dDLC
042			_alccopycat
082	0	4	_a658.872 _222
084			_a650 _2GyFmDB
050	0	0	_aHF5415.1265 _b.A53 2010
100	1		_aAnderson, Eric
245	1	0	_aSocial media marketing : _bgame theory and the emergence of collaboration _cEric Anderson
260			_aHeidelberg ; _aNew York : _bSpringer, _cc2010.
300			_ax, 188 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references (p. [181]-188).
650		0	_aInternet marketing
650		0	_aSocial media
650		0	_aGame theory
650		0	_aCustomer relations
650	0	7	_aOnline-Marketing _2swd
650	0	7	_aWorld Wide Web 2.0 _2swd
650	0	7	_aSoziales Netzwerk _2swd
650	0	7	_aSoziale Software _2swd
650	0	7	_aVerbraucherverhalten _2swd
650	0	7	_aSpieltheorie _2swd
035			_a(IMchF)fol14162530
520			_aSocial 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.
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.
005			20170126100714.0
001			60076
003			UOWD
942			_cREGULAR
999			_c26096 _d26096