000			02920nam a22004455i 4500
001			u374455
003			SIRSI
005			20160812084235.0
007			cr nn 008mamaa
008			100726s2010 gw | s |||| 0|eng d
020			_a9783642132995 _9978-3-642-13299-5
040			_cMX-MeUAM
050		4	_aHF5410-5417.5
082	0	4	_a658.8 _223
100	1		_aAnderson, Eric. _eauthor.
245	1	0	_aSocial Media Marketing _h[recurso electrónico] : _bGame Theory and the Emergence of Collaboration / _cby Eric Anderson.
264		1	_aBerlin, Heidelberg : _bSpringer Berlin Heidelberg, _c2010.
300			_aX, 188 p. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0		_aSurviving 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.
520			_aDoes 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.
650		0	_aEconomics.
650		0	_aEconomics, Mathematical.
650		0	_aMarketing.
650		0	_aMass media.
650	1	4	_aEconomics/Management Science.
650	2	4	_aMarketing.
650	2	4	_aGame Theory/Mathematical Methods.
650	2	4	_aMedia Management.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783642132988
856	4	0	_zLibro electrónico _uhttp://148.231.10.114:2048/login?url=http://link.springer.com/book/10.1007/978-3-642-13299-5
596			_a19
942			_cLIBRO_ELEC
999			_c202335 _d202335