Game-based marketing: inspire customer loyalty through rewards, challenges, and contests
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, N.J.
Wiley
2010
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references |
| Beschreibung: | XVIII, 220 S. Ill. |
| ISBN: | 9780470562239 0470562234 |
Internformat
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| 100 | 1 | |a Zichermann, Gabe |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Game-based marketing |b inspire customer loyalty through rewards, challenges, and contests |c Gabe Zichermann and Joselin Linder |
| 264 | 1 | |a Hoboken, N.J. |b Wiley |c 2010 | |
| 300 | |a XVIII, 220 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references | ||
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Datensatz im Suchindex
| _version_ | 1804141031385464832 |
|---|---|
| adam_text | #
CONTENTS
Acknowledgments
xiii
Foreword Robin Kent
xv
Introduction
1
chapter
ι
The Argument for Loyalty
9
Stickiness Is Loyalty
13
Playing with Loyalty
14
The Future of Loyalty
—
Frequent Flyer Games
16
Communities of Influence:
Flyertalk 18
Funware:
Putting Fun into Everything
19
Chase Goes Dutch
20
The Value of Prizes
23
Game Mechanics
25
Don t Hate the Player, Hate the Game
28
chapter
2
Passive Play
31
The Incidental Games We Play
33
Latte
Leaders: Status and Levels
34
Black Cards and Red Carpets
36
Keeping Score
38
The Subway Scrum: Rules of Play
39
The Bar Brawl: Demonstrable Status
41
The Components of
Funware 43
chapter
з
Social Networks and Leaderboards
45
Social Network Clutter
47
Marketing with Social Networks
48
Orkut; A Case Study in Leaderboard Effectiveness
48
Funware
at Work: Facebook Friend Games
50
No News Isn t Good News
51
Leaderboards in Business
52
The Jigsaw Example
53
Correctly Using Leaderboards
55
Points Proxy: Masking and Directing Behaviors
57
Wal-Mart and the Theory of Relativism
59
Leaderboard Levels
61
Leaderboards: The Top
10 62
chapter
4 Funware
Mechanics: Points and Beyond
65
Making Points the Point
68
Point Mechanics and Branding
69
Virtual Economics
70
Virtual Currency
71
Real-World Value versus Virtual Value
72
Creating an Easy and Effective Virtual Economy
73
Badging Players
74
Newbie Badges
77
Building Levels
77
America s Army
80
Denning and Meeting Goals
81
Bringing Players into the Game
85
Tracking Behavior
87
Meaningful Status Displays
88
chapters Prizes and Games of Chance
91
The Ansari X PRIZE: The Power of Games to
Change the World
93
Can t Buy Me Love: Choosing Prizes
95
Games of Chance
97
Games
of Chance and the Law
98
McDonald s Monopoly Game: A Case Study
99
The Value of a Prize
102
Long-Term Motivation and Customer Loyalty
104
Gaming the System
105
Amazon Reviews: Community Policing at Its Finest
106
Using Sweepstakes to Fight Gaming
107
Virtual Points and Prizes
108
chapter
6
The Ultimate
Funware:
Frequent Flyer
Programs
111
Frequent
Flyer
Programs
Take Off
114
What Business Are Airlines In?
114
Designing the Frequent Flyer Massive
Multiplayer Online Game
117
The Power of Points
119
Getting There without Points
122
Real-World Redemptions: Do They Matter
ľ
122
The Solution Is Virtual Goods
123
But Does Redemption Matter?
125
Levels and Badges in FFPs
126
Throwing Your Weight Around
127
Benefits of Status
129
The Level Error of FFPs
132
Going Above and Beyond: The Boss Level
133
Challenges and Contests
135
United s Team Challenge
137
Making It Work for You
138
chapter? Know Thy Player
Bartle s Player Types
Achievers
(♦)
Socializers (V)
Explorers
(*)
Killers
(*)
141
144
145
146
147
147
X
Content
The Naïve
Player
148
Competitiveness: The Most Important Motivation?
150
Closing the Gender Gap
153
N^6+:
Early Adopter Advantage
154
Fahrvergnügen
s
Failure
156
The Wrap-Up
158
chapter
8
The Future of Gamers: Generation
G
161
A Generation Gap
163
What Makes Generation
G
Special?
164
The Trends
165
Smith
&
Tinker
166
The Gulf Is Real
171
The Effect of Games:
Tetris,
Team Building,
and Tug of War
173
The Character of a Generation of Gamers
174
Conclusion: Successfully Marketing to Generation
G
177
chapter
9
Motivating Sales with
Funware:
Getting
Employees into the Game
181
Front Line and Top of Mind
183
Bitten by the Achievement Bug
185
Mary Kay: Generating Loyalty
187
Trust and Motivational
Funware 188
Sales Teams and Customer Trust: Pep Boys
190
Making the Corporate Personal through Games
191
Funware
at Work: Wells Fargo s Stagecoach hhnd
192
Playing Together
194
chapter
io
Everyone Wins: Games in Your Business
197
Product Power
199
Advergames and In-Game Advertising
200
Pursuing, Engaging, and Rewarding Customers:
The Business of Lifestyles
202
Content
xi
Arming Your Business
202
First Steps Are the Hardest
203
Do It for the Children
204
Funware
on the Rise
205
References
207
Index
211
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| spelling | Zichermann, Gabe Verfasser aut Game-based marketing inspire customer loyalty through rewards, challenges, and contests Gabe Zichermann and Joselin Linder Hoboken, N.J. Wiley 2010 XVIII, 220 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references Customer loyalty programs Customer loyalty Marketing Computerspiel (DE-588)4010457-6 gnd rswk-swf Sales-promotion (DE-588)4076968-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Kundenbindung (DE-588)4384508-3 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Spieltrieb (DE-588)4056246-3 gnd rswk-swf Bonus (DE-588)4146278-6 gnd rswk-swf Marketing (DE-588)4037589-4 s Computerspiel (DE-588)4010457-6 s DE-604 Sales-promotion (DE-588)4076968-9 s Kundenbindung (DE-588)4384508-3 s Bonus (DE-588)4146278-6 s Verbraucherverhalten (DE-588)4062644-1 s Spieltrieb (DE-588)4056246-3 s DE-188 Linder, Joselin Sonstige oth Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018900141&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Zichermann, Gabe Game-based marketing inspire customer loyalty through rewards, challenges, and contests Customer loyalty programs Customer loyalty Marketing Computerspiel (DE-588)4010457-6 gnd Sales-promotion (DE-588)4076968-9 gnd Marketing (DE-588)4037589-4 gnd Kundenbindung (DE-588)4384508-3 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Spieltrieb (DE-588)4056246-3 gnd Bonus (DE-588)4146278-6 gnd |
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| title | Game-based marketing inspire customer loyalty through rewards, challenges, and contests |
| title_auth | Game-based marketing inspire customer loyalty through rewards, challenges, and contests |
| title_exact_search | Game-based marketing inspire customer loyalty through rewards, challenges, and contests |
| title_full | Game-based marketing inspire customer loyalty through rewards, challenges, and contests Gabe Zichermann and Joselin Linder |
| title_fullStr | Game-based marketing inspire customer loyalty through rewards, challenges, and contests Gabe Zichermann and Joselin Linder |
| title_full_unstemmed | Game-based marketing inspire customer loyalty through rewards, challenges, and contests Gabe Zichermann and Joselin Linder |
| title_short | Game-based marketing |
| title_sort | game based marketing inspire customer loyalty through rewards challenges and contests |
| title_sub | inspire customer loyalty through rewards, challenges, and contests |
| topic | Customer loyalty programs Customer loyalty Marketing Computerspiel (DE-588)4010457-6 gnd Sales-promotion (DE-588)4076968-9 gnd Marketing (DE-588)4037589-4 gnd Kundenbindung (DE-588)4384508-3 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Spieltrieb (DE-588)4056246-3 gnd Bonus (DE-588)4146278-6 gnd |
| topic_facet | Customer loyalty programs Customer loyalty Marketing Computerspiel Sales-promotion Kundenbindung Verbraucherverhalten Spieltrieb Bonus |
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