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Social Media Marketing (Record no. 25651)

000 -LEADER
fixed length control field 02856nam a22004335i 4500
003 - CONTROL NUMBER IDENTIFIER
control field OSt
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20140310152710.0
007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION
fixed length control field cr nn 008mamaa
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 100726s2010 gw | s |||| 0|eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9783642132995
978-3-642-13299-5
050 #4 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF5410-5417.5
082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8
Edition number 23
264 #1 -
-- Berlin, Heidelberg :
-- Springer Berlin Heidelberg,
-- 2010.
912 ## -
-- ZDB-2-SBE
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Anderson, Eric.
Relator term author.
245 10 - IMMEDIATE SOURCE OF ACQUISITION NOTE
Title Social Media Marketing
Medium [electronic resource] :
Remainder of title Game Theory and the Emergence of Collaboration /
Statement of responsibility, etc by Eric Anderson.
300 ## - PHYSICAL DESCRIPTION
Extent X, 188p. 4 illus.
Other physical details online resource.
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Surviving 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 ## - SUMMARY, ETC.
Summary, etc 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.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Economics.
Topical term or geographic name as entry element Economics, Mathematical.
Topical term or geographic name as entry element Marketing.
Topical term or geographic name as entry element Mass media.
Topical term or geographic name as entry element Economics/Management Science.
Topical term or geographic name as entry element Marketing.
Topical term or geographic name as entry element Game Theory/Mathematical Methods.
Topical term or geographic name as entry element Media Management.
710 2# - ADDED ENTRY--CORPORATE NAME
Corporate name or jurisdiction name as entry element SpringerLink (Online service)
773 0# - HOST ITEM ENTRY
Title Springer eBooks
776 08 - ADDITIONAL PHYSICAL FORM ENTRY
Display text Printed edition:
International Standard Book Number 9783642132988
856 40 - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier http://dx.doi.org/10.1007/978-3-642-13299-5
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme
Item type E-Book
Copies
Price effective from Permanent location Date last seen Not for loan Date acquired Source of classification or shelving scheme Koha item type Damaged status Lost status Withdrawn status Current location Full call number
2014-04-14AUM Main Library2014-04-14 2014-04-14 E-Book   AUM Main Library658.8