Social Media Marketing: Game Theory and the Emergence of Collaboration

by Eric Anderson

Book Overview

Preface Social media marking has been heralded as a sea change in the market- consumer relationship, but its rapid growth and rabid following among m- keters has also produced a sea of confusion. Lacking any durable framework for understanding how, why, and on what terms the consumer relationship has changed under social media, marketers pursue new venues for their newness alone - with decidedly mixed results. This book finds a theoretical framework...

• Format: Paperback
• Language: English
• ISBN: 364243620X
• ISBN13: 9783642436208
• Release Date: November 2014
• Publisher: Springer
• Length: 188 Pages
• Weight: 0.63 lbs.
• Dimensions: 0.4" x 6.1" x 9.2"