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Social media marketing [Elektronski vir] : game theory and the emergence of collaborationAnderson, EricDoes 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 todayType of material - e-bookPublication and manufacture - Heidelberg ; New York : Springer, ©2010Language - englishISBN - 978-3-642-13299-5; 3-642-13299-5COBISS.SI-ID - 1542813151
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SpringerLink e-books 2008-2012Celotno besedilo dostopno za uporabnike SpringerLink slovenskega konzorcija neprofitnih institucij
Full text accessible to the users of SpringerLink Slovenian Consortium of Non-Profit Institutions
DOI
Author
Anderson, Eric
Topics
Internet marketing |
Social media |
Game theory |
Customer relations |
BUSINESS & ECONOMICS |
Marketing |
Telemarketing |
BUSINESS & ECONOMICS |
Marketing |
Multilevel |
BUSINESS & ECONOMICS |
Mail Order |
BUSINESS & ECONOMICS |
Marketing |
Direct |
BUSINESS & ECONOMICS |
E-Commerce |
Internet Marketing |
Affaires |
Science économique |
Economie de l'entreprise |
Customer relations |
Game theory |
Internet marketing |
Social media |
Online-Marketing |
World Wide Web 2.0 |
Soziales Netzwerk |
Soziale Software |
Verbraucherverhalten |
Spieltheorie |
Electronic books
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