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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| Format: | eBook |
| Language: | English |
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Berlin, Heidelberg
Springer Berlin Heidelberg
2010, 2010
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| Edition: | 1st ed. 2010 |
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| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
Table of Contents:
- 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