Social media marketing: game theory and the emergence of collaboration

The emergence of social media represents a challenge to the traditional “one-to-many” model of mass media, which in turn represents a challenge to traditional mass marketing. While the marketing industry scrambles to comprehend and take advantage of new peer-to-peer models of content sharing, marketing industry analysts and press have declared a revolution, insisting that the marketer-consumer relationship is undergoing a fundamental sea change that places power squarely in the hands of the consumer while offering untapped opportunities tothe marketer. This book will examine multiple facets of the new media experience through the lens of game theory concepts. Marketers, scholars, and cultural observers will emerge with a new understanding of the evolutionary path thathas brought marketing to its present state and will be able to apply predictive power to emerging media phenomena to chart marketing’s future course. Brings clarity and perspective amid the hype surrounding the emergence of new formsof 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, betweenphenomena in seemingly unrelated fields of study – marketing and game theory INDICE: Chapter 1: Surviving the Customer. - Chapter 2: Zero-Sum Games in Traditional Marketing. - Chapter 3: The Prisoner’s Dilemma and the Emergence of Cooperation. - Chapter 4: Consumer Revolt and the Rising Cost of Defection. - Chapter 5: Sustaining Marketer-Consumer Cooperation through Coordination Games . - Chapter 6: Crowdsourcing and Schelling’s Theory of Self-Command. - Chapter 7: Content Popularity and Spence’s Theory of Costly Signaling. - Chapter 8: Kapferer’s Prism and the Shifting Ground of Brand Identity. - Chapter 9: Maxwell’s Demon and the Dwindling Supply of Consumer Attention. - Bibliography.

• ISBN: 978-3-642-13298-8
• Editorial: Springer
• Encuadernacion: Cartoné
• Páginas: 188
• Fecha Publicación: 01/07/2010
• Nº Volúmenes: 1
• Idioma: Inglés