| 书目名称 | Social Media Marketing | | 副标题 | Game Theory and the | | 编辑 | Eric Anderson | | 视频video | | | 概述 | Brings clarity and perspective amid the hype surrounding the emergence of new forms of consumer interaction.A valuable hands-on tool for evaluating emerging marketing media, using a framework that’s o | | 图书封面 |  | | 描述 | Preface Social media marking has been heralded as a sea change in the market- consumer relationship, but its rapid growth and rabid following among m- keters has also produced a sea of confusion. Lacking any durable framework for understanding how, why, and on what terms the consumer relationship has changed under social media, marketers pursue new venues for their newness alone – with decidedly mixed results. This book finds a theoretical framework for social media marketing in the science of game theory, with its focus on adversarial but mutually dependent relationships. Originally developed to guide nuclear brinksmanship policy during the Cold War, game theory provides the foundation for an evoluti- ary view of social media marketing. Through fascinating game theory c- cepts like the Prisoner’s Dilemma, the Stag Hunt, Self-Command, and Job Market Signaling, this study uncovers the cooperative trends that brought marketing to its present state and points the way toward marketing’s future course. I. Der Drehbuchautor und seine Rechte VII VII Vorwort Contents Chapter 1: Surviving the Customer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1. 1 The Origins of Game Theor | | 出版日期 | Book 2010 | | 关键词 | Content; Crowdsourcing; Social Media; Social Media Marketing; game theory; marketing | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-642-13299-5 | | isbn_softcover | 978-3-642-43620-8 | | isbn_ebook | 978-3-642-13299-5 | | copyright | Springer-Verlag Berlin Heidelberg 2010 |
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发表于 2025-3-21 19:01:42
