Released on 2016-10-04Categories Business & Economics

Video Game Marketing

Video Game Marketing

Author: Peter Zackariasson

Publisher: Taylor & Francis

ISBN: 9781317607472

Category: Business & Economics

Page: 156

View: 395

The video game industry has been one of the fastest-growing cultural phenomena of our times with market conditions that demand a specific skill set from its marketers. To a new generation of "indie gamers", being a game developer isn’t just about design and production, a successful video game demands entrepreneurial skills and astute business acumen. The creators need to know what their customers want, how to reach those customers and how to sell to them. Video Game Marketing: A student textbook is for development students or aspiring developers who want to know how to promote and sell the results of their efforts. This book is a much-needed guide to: • the essentials of marketing strategy; • video games as products or services; • marketing research for game development; • branding video games; • marketing through game: gamification, advergames. Replete with pedagogy to aid learning such as objectives and discussion questions for each chapter, this book is all that aspiring video game developers will need to unleash the potential of their games.
Released on 2016-05-23Categories Business & Economics

Innovation and Marketing in the Video Game Industry

Innovation and Marketing in the Video Game Industry

Author: David Wesley

Publisher: CRC Press

ISBN: 9781317116509

Category: Business & Economics

Page: 280

View: 974

Video games have had a greater impact on our society than almost any other leisure activity. They not only consume a large portion of our free time, they influence cultural trends, drive microprocessor development, and help train pilots and soldiers. Now, with the Nintendo Wii and DS, they are helping people stay fit, facilitating rehabilitation, and creating new learning opportunities. Innovation has played a major role in the long term success of the video game industry, as software developers and hardware engineers attempt to design products that meet the needs of ever widening segments of the population. At the same time, companies with the most advanced products are often proving to be less successful than their competitors. Innovation and Marketing in the Video Game Industry identifies patterns that will help engineers, developers, and marketing executives to formulate better business strategies and successfully bring new products to market. Readers will also discover how some video game companies are challenging normal industry rules by using radical innovations to attract new customers. Finally, this revealing book sheds light on why some innovations have attracted legions of followers among populations that have never before been viewed as gamers, including parents and senior citizens and how video games have come to be used in a variety of socially beneficial ways. David Wesley and Gloria Barczak's comparison of product features, marketing strategies, and the supply chain will appeal to marketing professionals, business managers, and product design engineers in technology intensive industries, to government officials who are under increasing pressure to understand and regulate video games, and to anyone who wants to understand the inner workings of one of the most important industries to emerge in modern times. In addition, as video games become an ever more pervasive aspect of media entertainment, managers from companies of all stripes need to understand video gaming as a way to reach potential customers.
Released on 2019Categories

Handbook of Research on Gender and Marketing

Handbook of Research on Gender and Marketing

Author: Susan Dobscha

Publisher: Edward Elgar Publishing

ISBN: 9781788115384

Category:

Page: 352

View: 918

Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.
Released on 2021-05-24Categories Games & Activities

Encyclopedia of Video Games: The Culture, Technology, and Art of Gaming, 2nd Edition [3 volumes]

Encyclopedia of Video Games: The Culture, Technology, and Art of Gaming, 2nd Edition [3 volumes]

Author: Mark J. P. Wolf

Publisher: ABC-CLIO

ISBN: 9781440870200

Category: Games & Activities

Page: 1288

View: 145

Now in its second edition, the Encyclopedia of Video Games: The Culture, Technology, and Art of Gaming is the definitive, go-to resource for anyone interested in the diverse and expanding video game industry. This three-volume encyclopedia covers all things video games, including the games themselves, the companies that make them, and the people who play them. Written by scholars who are exceptionally knowledgeable in the field of video game studies, it notes genres, institutions, important concepts, theoretical concerns, and more and is the most comprehensive encyclopedia of video games of its kind, covering video games throughout all periods of their existence and geographically around the world. This is the second edition of Encyclopedia of Video Games: The Culture, Technology, and Art of Gaming, originally published in 2012. All of the entries have been revised to accommodate changes in the industry, and an additional volume has been added to address the recent developments, advances, and changes that have occurred in this ever-evolving field. This set is a vital resource for scholars and video game aficionados alike. Explores games, people, events, and ideas that are influential in the industry, rather than simply discussing the history of video games Offers a detailed understanding of the variety of video games that have been created over the years Includes contributions from some of the most important scholars of video games Suggests areas of further exploration for students of video games
Released on 2018-07-30Categories Business & Economics

Marketing Management in Turkey

Marketing Management in Turkey

Author: Selcen Ozturkcan

Publisher: Emerald Group Publishing

ISBN: 9781787439276

Category: Business & Economics

Page: 480

View: 941

Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of the world's emerging economies—namely, the Turkish economy, which according to a recent PWC report could outstrip the Italian economy by 2030 in many areas.
Released on 2017-07-13Categories Language Arts & Disciplines

The Evolution and Social Impact of Video Game Economics

The Evolution and Social Impact of Video Game Economics

Author: Casey B. Hart

Publisher: Lexington Books

ISBN: 9781498543422

Category: Language Arts & Disciplines

Page: 180

View: 606

Today, consumers of video games spend over $22.4 billion each year; using more complex and multi-layered strategies, game developers attempt to extend the profitability of their products from a simple one-time sale, to continuous engagement with the consumer. The Evolution and Social Impact of Video Game Economics examines paradigmatic changes in the economic structure of the video game industry from a media effects and game design perspective. This book explores how game developers have changed how they engage players in order to facilitate continuous financial transactions. Contributors look from the advent of microtransactions and downloadable content (DLCs) to the impact of planned obsolescence, impulse buying, and emotional control. This collection takes a broad view of the game dynamics and market forces that drive the video game industry, and features international contributors from Asia, Europe, and Australia.
Released on 2014-12-31Categories Business & Economics

Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications

Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications

Author: Management Association, Information Resources

Publisher: IGI Global

ISBN: 9781466673588

Category: Business & Economics

Page: 2214

View: 735

As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audience’s reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.
Released on 2016-02-29Categories Business & Economics

Worldwide Casebook in Marketing Management

Worldwide Casebook in Marketing Management

Author: Luiz Moutinho

Publisher: World Scientific

ISBN: 9789814689625

Category: Business & Economics

Page: 924

View: 525

' Worldwide Casebook in Marketing Management comprises a large collection of case studies in marketing and business management. It covers a huge array of decision-making areas and many different industries ranging from computers, petrol retailing and electronic gaming to drinks, fashion, airlines and mobile communication. The worldwide cases are all related to many well-known brands and corporations like British Airways, Red Bull, Nintendo, Google, Microsoft, Cacharel, etc. Contents:Introduction to Case AnalysisConsumer Behaviour:San Pellegrino (Italy)Nintendo Wii (Japan)Zara (Spain)Branding:Lenovo (China)Red Bull (Austria)SingTel (Singapore)Marketing Communication:Foster''s (Australia)Google (The US)Walkers (The UK)TAG Heuer (Switzerland)Cirque du Soleil (Canada)Retailing:Currys (The UK)Cold Storage (Singapore)Marketing Programming:Microsoft (The US)National Australia Bank (Australia)Acer (Taiwan)Kerry (Ireland)Siemens (Germany)ING (Holland)Electrolux (Sweden)Strategic and Global Marketing:British Airways (The UK)Grundfos (Denmark)Petrobras (Brazil)Accor (France) Readership: Graduate students and researchers who are interested in marketing management. Key Features:Comprises of a large collection of case studies in marketing and managementCovers many different industries, well-known brands and companiesOffers studies on new trends and innovative marketing conceptsKeywords:Marketing Management;Innovation;British Airways;Red Bull;Nintendo;Google;Microsoft;Cacharel'
Released on 2012-01-01Categories Business & Economics

Marketing

Marketing

Author: Charles W. Lamb

Publisher: Cengage Learning

ISBN: 9781133708582

Category: Business & Economics

Page: 912

View: 495

Engaging and thorough, MARKETING, 12th Edition shows students how marketing principles affect their day-to-day lives, as well as their significant influence on business decisions. Core topics include the social marketing phenomenon, entrepreneurship, C.R.M., global perspectives, and ethics, as well as in-depth discussions on key tools of the trade, such as metrics and the marketing plan. Intriguing coverage of newsworthy events clarifies the readings for students and gets them thinking about their own decisions in the consumer marketplace. Loaded with helpful learning features like detailed appendices, cases, vignettes, boxed features, and videos, MARKETING, 12th Edition gives students countless opportunities to develop and apply critical thinking skills while acquiring the marketing knowledge essential in the business world. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Released on 2014-09-17Categories Games & Activities

Digital Gameplay

Digital Gameplay

Author: Nate Garrelts

Publisher: McFarland

ISBN: 9780786483471

Category: Games & Activities

Page: 268

View: 816

In recent years, computer technology has permeated all aspects of life—not just work and education, but also leisure time. Increasingly, digital games are the way we play. This volume addresses the world of digital games, with special emphasis on the role and input of the gamer. In fifteen essays, the contributors discuss the various ways the game player interacts with the game. The first half of the book considers the physical and mental aspects of digital game play. The second section concentrates on other factors that influence play. Essays cover the full range of digital gaming, including computer and video games. Topics include several detailed investigations of particular, often controversial games such as Grand Theft Auto: Vice City, as well as a consideration of the ways in which game-playing crosses socioeconomic, age, gender and racial lines. The concluding essays discuss scholars’ perceptions of digital media and efforts to frame them. Instructors considering this book for use in a course may request an examination copy here.
Released on 2017-05-16Categories Business & Economics

Iscontour 2017

Iscontour 2017

Author: Roman Egger

Publisher: BoD – Books on Demand

ISBN: 9783744858830

Category: Business & Economics

Page: 416

View: 993

Proceedings of the ISCONTOUR The aim of the International Student Conference in Tourism Research (ISCONTOUR) is thus to offer students a unique platform to present their research and to establish a mutual knowledge transfer forum for attendees from academia, industry, government and other organisations. The annual conference, which is jointly organized by the IMC University of Applied Sciences Krems and the Salzburg University of Applied Sciences, will take place alternatively at the locations Salzburg and Krems. The conference research chairs are Prof. (FH) Dr. Roman Egger (Salzburg University of Applied Sciences) and Prof. (FH) Mag. Christian Maurer (University of Applied Sciences Krems). The target audience include international students (also PhDs), graduates, teachers and lecturers from the field of tourism and leisure management as well as companies and anyone interested in the conference topic areas.