This book reports what progress is being and should be made in marketing science by social complexity science through such means as agent-based modeling and complex networks, which is seldom addressed by books reviewing the state of the art of marketing research or marketing science. Recently, as the penetration of brand-new communication technologies such as social media or mobile phones is connecting consumers more tightly than ever, marketers should understand and harness complex social interactions between consumers as well as between consumers and firms. Traditional marketing science does not sufficiently capture such phenomena; hence, the emerging alternative approaches are reflecting advances in social complexity science. The aim of this book is to give an overview of these newly emerging research trends, focusing mainly on the following three topics: diffusion of new products, choice and relationship with existing brands and marketing communication including consumers’ word-of-mouth. These topics have attracted a lot of attention among marketers in particular in rapidly growing markets such as hi-tech or services, where consumers’ mutual interaction and their bounded-rational behavior play critical roles. The prospective readers of this book include researchers, graduate students and practitioners with high expertise (e.g. data scientists) in both marketing/consumer research areas and complexity science areas such as computer science, physics and mathematical social science. The book serves as a bridge by providing the evolving knowledge on social complexity modeling for marketing researchers and the accumulated knowledge on marketing/consumer research for complexity researchers. In addition to reviewing previous and ongoing studies, this book offers the agenda for future researchers to discuss what problems have not been solved yet and need social complexity science approaches.
人気のある作家
Napoleon Hill (19) yeoys softback (16) Sourcebooks (15) Italy Editorial DataGroup (13) Japan Editorial DataGroup (13) Robert T. Kiyosaki (13) France Editorial DataGroup (12) Penguin Audio (12) Amy Knapp (11) Brian Tracy (11) mimamour (11) Audible Studios (10) Donte Valenzuela (10) Simon & Schuster Audio (10) Manuela Maier (9) United States Editorial DataGroup (9) Yousuf Hayes (8) Germany Editorial DataGroup (7) Jason Whigham (7) Zackary Horne (7)最適なファイルサイズ
2406 KB 2418 KB 2413 KB 2417 KB 2411 KB 2416 KB 2420 KB 2407 KB 2414 KB 2415 KB 2419 KB 2422 KB 2425 KB 2408 KB 2409 KB 2412 KB 2399 KB 2404 KB 2410 KB 2432 KB