Social Media Marketing (PDF)
Game Theory and the Emergence of Collaboration
(Sprache: Englisch)
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...
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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.
Autoren-Porträt von Eric Anderson
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.
Bibliographische Angaben
- Autor: Eric Anderson
- 2010, 2010, 188 Seiten, Englisch
- Verlag: Springer-Verlag GmbH
- ISBN-10: 3642132995
- ISBN-13: 9783642132995
- Erscheinungsdatum: 24.07.2010
Abhängig von Bildschirmgrösse und eingestellter Schriftgrösse kann die Seitenzahl auf Ihrem Lesegerät variieren.
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- Dateiformat: PDF
- Grösse: 1.95 MB
- Ohne Kopierschutz
- Vorlesefunktion
Sprache:
Englisch
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