Social Media Marketing: game theory and the emergence of collaboration
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Berlin
Springer [u.a.]
2010
|
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | X, 188 S. |
| ISBN: | 9783642132988 |
Internformat
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Datensatz im Suchindex
| _version_ | 1817613175819862016 |
|---|---|
| adam_text |
CONTENTS CHAPTER 1: SURVIVING THE CUSTOMER 1 1.1 THE ORIGINS OF GAME
THEORY 5 1.2 GAME THEORY, THE NEW MEDIA, AND THE NEW NEW MEDIA 7 1.3 THE
PAYOFF MATRIX 8 CHAPTER 2: ZERO-SUM GAMES IN TRADITIONAL MARKETING 13
2.1 ZERO-SUM GAMES AND THE PROBLEM OF TRANSPARENCY 14 2.2 THE ZERO-SUM
OF PRICING STRATEGIES 16 2.3 THE WISDOM OF RANDOMIZATION 18 2.4
RANDOMIZATION AND A/B TESTING 20 2.5 THE HAZARDS OF ENTRENCHMENT 21 2.6
MAKING ZERO-SUM WORK 25 2.7 MASTERING RANDOMIZATION 26 2.8 DOING BETTER
THAN ZERO-SUM 27 2.9 THE CAUTIONARY TALE OF BANNER CLICK-THROUGH METRICS
28 CHAPTER 3:THE PRISONER'S DILEMMA AND THE EMERGENCE OF COOPERATION 35
3.1 THE GREAT CONSUMER OPT-OUT 37 3.2 THE SHIFTING GROUND OF CONSUMER
TRUST 40 3.3 THE MARKETER'S LOSS OF THE INFORMATIONAL ADVANTAGE 41 3.4
THE PRISONER'S DILEMMA 43 3.5 THE HIDDEN ALLURE OF COOPERATION 45 3.6
THE ITERATED PRISONER'S DILEMMA 46 3.7 THE PERSISTENT PROBLEM OF BAD
APPLES 47 3.8 THE ENDURING RELEVANCE OF TIT FOR TAT 49 3.9 THE DANGERS
OF THE DEATH SPIRAL 50 3.10 THE MARKETER'S DILEMMA 51 BIBLIOGRAFISCHE
INFORMATIONEN HTTP://D-NB.INFO/1001976851 DIGITALISIERT DURCH VIII
CONTENTS CHAPTER 4: CONSUMER REVOLT AND THE RISING COST OF DEFECTION 53
4.1 THE UNREASONABLE STANDARD OF IMMEDIATE ACTION 54 4.2 THE MISSING
LINK IN THE EVOLUTIONARY CHAIN: PAID SEARCH 55 4.3 HOW PAID SEARCH GAVE
FREE RIDERS THE BOOT 56 4.4 ENFORCING RULES OF COOPERATION 58 4.5 SOCIAL
MEDIA AND THE PECULIAR PLEASURES OF PUNISHMENT 59 4.6 "UNITED BREAKS
GUITARS" BREAKS THROUGH 60 4.7 RECALCULATING THE COST OF DEFECTION 62
4.8 CHANGING THE DEFECTION STAKES FOR BANKS: DEBTOR VIDEOS 63 4.9
ATTENTION SATURATION AND THE LIMITATIONS OF PUNISHMENT 64 4.10 THE
MOTRIN MOMS AND SOCIAL MEDIA BACKLASH 65 4.11 TIT FOR TWO TATS AND THE
VIRTUES OF FORGIVENESS 68 4.12 THE ENDURING APPEAL OF PUNISHMENT 69
CHAPTER 5: SUSTAINING MARKETER-CONSUMER COOPERATION THROUGH COORDINATION
GAMES 71 5.1 COLD WAR COORDINATION GAMES 72 5.2 THE STAG HUNT 74 5.3
DELL AND THE EXPOSED FLANK COORDINATION STRATEGY 75 5.4 GREENPEACE
EXPOSES ITS FLANK 77 5.5 THE NEUTRAL GROUND COORDINATION STRATEGY 79 5.6
SOCIAL MEDIA AS NEUTRAL GROUND 80 5.7 COCA-COLA'S NEUTRAL GROUND 82 5.8
SKITTLES AND THE LIMITS OF THE NEUTRAL GROUND STRATEGY 83 CHAPTER 6:
CROWDSOURCING AND SCHELLING'S THEORY OF SELF-COMMAND 87 6.1 INTRODUCING
SELF-COMMAND 88 6.2 SELF-COMMAND IN MARKETING 90 6.3 BLOGGING AS
SELF-COMMAND 90 6.4 STARBUCKS' CROWDSOURCING AS SELF-COMMAND 93 6.
CONTENTS IX 7.4 HOW WEB TRANSPARENCY DISRUPTS COSTLY SIGNALING 107 7.5
THE EVOLUTION OF COSTLY SIGNALING ON THE WEB 108 7.6 GOOGLE CHANGES THE
COSTLY SIGNALING CURRENCY 109 7.7 PAID SEARCH AND POPULARITY-BASED
SIGNALING 112 7.8 NOISE IN THE SIGNALING SYSTEM 113 7.9 POPULARITY-BASED
SIGNALING IN SOCIAL MEDIA 115 7.10 THE DISRUPTIVE EFFECTS OF
POPULARITY-BASED SIGNALING 116 7.11 THE PERILS OF NEGATIVITY IN
POPULARITY-BASED SIGNALING 119 7.12 POPULARITY-BASED SIGNALING IN
PRESIDENTIAL POLITICS 120 7.13 NOKA AND THE DISRUPTION OF COSTLY
SIGNALING 122 7.14 SOCK PUPPETRY AS NOISE IN THE SYSTEM 126 7.15 TARGET
LEARNS THE RULES OF POPULARITY-BASED SIGNALING 127 7.16 TARGET AND THE
PROBLEM OF CAPACITY 130 7.17 CONTENT AGGREGATORS AND THE EVOLUTION OF
COSTLY SIGNALING 132 7.18 THE THREE RULES OF POPULARITY-BASED COSTLY
SIGNALING 133 7.19 PAYING THE COSTLY SIGNAL TO GO VIRAL 136 7.20 A
POPULARITY-BASED SUCCESS STORY: BLENDTEC 137 CHAPTER 8: KAPFERER'S PRISM
AND THE SHIFTING GROUND OF BRAND IDENTITY 141 8.1 BRANDING BY DEFINITION
142 8.2 BRANDING AS RECIPROCAL RELATIONSHIP 144 8.3 THE TRADITIONAL
LIMITS ON BRAND ENGAGEMENT 146 8.4 CONSUMERS ASSERT BRAND OWNERSHIP:
NIKE 148 8.5 CONSUMERS ASSERT BRAND OWNERSHIP: APPLE 149 8.6 KAPFERER'S
PRISM 150 8.7 RAPAILLE AND THE BRAND IMPRINT 152 8.8 THE LIMITATIONS OF
TRADITIONAL BRANDING 153 8.9 INTRODUCING BRAND MONITORING 154 8.1 X
CONTENTS 9.7 PANCAKE PEOPLE AND THE PROBLEM OF INFORMATION OVERLOAD 175
9.8 SOCIAL MEDIA'S ANSWER TO GOOGLE'S FLATTENING EFFECTS 177
BIBLIOGRAPHY 181 |
| any_adam_object | 1 |
| author | Anderson, Eric 19XX- |
| author_GND | (DE-588)142327999 |
| author_facet | Anderson, Eric 19XX- |
| author_role | aut |
| author_sort | Anderson, Eric 19XX- |
| author_variant | e a ea |
| building | Verbundindex |
| bvnumber | BV036697141 |
| classification_rvk | QP 650 |
| ctrlnum | (OCoLC)699607934 (DE-599)DNB1001976851 |
| dewey-full | 658.872 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.872 |
| dewey-search | 658.872 |
| dewey-sort | 3658.872 |
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| discipline | Wirtschaftswissenschaften |
| format | Book |
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| isbn | 9783642132988 |
| language | English |
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| title | Social Media Marketing game theory and the emergence of collaboration |
| title_auth | Social Media Marketing game theory and the emergence of collaboration |
| title_exact_search | Social Media Marketing game theory and the emergence of collaboration |
| title_full | Social Media Marketing game theory and the emergence of collaboration Eric Anderson |
| title_fullStr | Social Media Marketing game theory and the emergence of collaboration Eric Anderson |
| title_full_unstemmed | Social Media Marketing game theory and the emergence of collaboration Eric Anderson |
| title_short | Social Media Marketing |
| title_sort | social media marketing game theory and the emergence of collaboration |
| title_sub | game theory and the emergence of collaboration |
| topic | Soziale Software (DE-588)7550143-0 gnd Soziales Netzwerk (DE-588)4055762-5 gnd Online-Marketing (DE-588)7706419-7 gnd Spieltheorie (DE-588)4056243-8 gnd World Wide Web 2.0 (DE-588)7548364-6 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Soziale Software Soziales Netzwerk Online-Marketing Spieltheorie World Wide Web 2.0 Verbraucherverhalten |
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