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Social Media Marketing

Game Theory and the Emergence of Collaboration

Authors: Anderson, Eric

  • 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 objective, rational, and historically grounded
  • Points out startling connections, based on real-world examples, between phenomena in seemingly unrelated fields of study – marketing and game theory
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Buy this book

eBook 107,09 €
price for Spain (gross)
  • ISBN 978-3-642-13299-5
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 114,39 €
price for Spain (gross)
  • ISBN 978-3-642-13298-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 135,19 €
price for Spain (gross)
  • ISBN 978-3-642-43620-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

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 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.

About the authors

Eric Anderson’s expertise regarding social media marketing is based on many years of experience as a marketing manager and digital media consultant. He is the VP of Emerging Media at White Horse, one of the leading interactive agencies in the US. His social media podcast series recently won a silver award in the 2009 Summit Creative Awards.

Table of contents (9 chapters)

  • Surviving the Customer

    Anderson, Eric

    Pages 1-12

    Preview Buy Chapter 30,19 €
  • Zero-Sum Games in Traditional Marketing

    Anderson, Eric

    Pages 13-34

    Preview Buy Chapter 30,19 €
  • The Prisoner’s Dilemma and the Emergence of Cooperation

    Anderson, Eric

    Pages 35-52

    Preview Buy Chapter 30,19 €
  • Consumer Revolt and the Rising Cost of Defection

    Anderson, Eric

    Pages 53-70

    Preview Buy Chapter 30,19 €
  • Sustaining Marketer-Consumer Cooperation through Coordination Games

    Anderson, Eric

    Pages 71-85

    Preview Buy Chapter 30,19 €

Buy this book

eBook 107,09 €
price for Spain (gross)
  • ISBN 978-3-642-13299-5
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 114,39 €
price for Spain (gross)
  • ISBN 978-3-642-13298-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 135,19 €
price for Spain (gross)
  • ISBN 978-3-642-43620-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Social Media Marketing
Book Subtitle
Game Theory and the Emergence of Collaboration
Authors
Copyright
2010
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
Springer-Verlag Berlin Heidelberg
eBook ISBN
978-3-642-13299-5
DOI
10.1007/978-3-642-13299-5
Hardcover ISBN
978-3-642-13298-8
Softcover ISBN
978-3-642-43620-8
Edition Number
1
Number of Pages
X, 188
Topics