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Social Media Marketing

Overview of attention for book
Cover of 'Social Media Marketing'

Table of Contents

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    Book Overview
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    Chapter 1 Surviving the Customer
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    Chapter 2 Zero-Sum Games in Traditional Marketing
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    Chapter 3 The Prisoner’s Dilemma and the Emergence of Cooperation
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    Chapter 4 Consumer Revolt and the Rising Cost of Defection
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    Chapter 5 Sustaining Marketer-Consumer Cooperation through Coordination Games
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    Chapter 6 Crowdsourcing and Schelling’s Theory of Self-Command
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    Chapter 7 Content Popularity and Spence’s Theory of Costly Signaling
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    Chapter 8 Kapferer’s Prism and the Shifting Ground of Brand Identity
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    Chapter 9 Maxwell’s Demon and the Dwindling Supply of Consumer Attention
Attention for Chapter 7: Content Popularity and Spence’s Theory of Costly Signaling
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