|008||080527s2009 njua 000 0 eng|
|020||▼a 013235781X (hbk. : alk. paper)|
|040||▼a DLC ▼c DLC ▼d DLC ▼d 211009|
|050||0 0||▼a HD9993.E452 ▼b C39 2009|
|082||0 0||▼a 658.4/0353 ▼2 22|
|090||▼a 658.40353 ▼b C456|
|245||0 0||▼a Changing the game : ▼b how video games are transforming the future of business / ▼c David Edery, Ethan Mollick.|
|260||▼a Upper Saddle River, N.J. : ▼b FT Press , ▼c c2009.|
|300||▼a xv, 218 p. : ▼b ill. ; ▼c 24 cm.|
|650||0||▼a Video games industry.|
|650||0||▼a Target marketing.|
|700||1||▼a Edery, David , ▼d 1976-|
|700||1||▼a Mollick, Ethan , ▼d 1975-|
|No.||Location||Call Number||Accession No.||Availability||Due Date||Make a Reservation||Service|
|No. 1||Location Main Library/Education Reserves6/||Call Number 658.40353 C456||Accession No. 111510113||Availability Available||Due Date||Make a Reservation||Service|
게임을 브랜드 마케팅, 직원 훈련, 고객 관리 등에 활용할 수 있을까? 이 책은 게임이 더 이상 유희의 대상만이 아니라고 말한다. 마이크로소프트, 버거킹, 미 육군 등에서 게임을 다양하게 활용한 경우와 같은 사례를 통해 게임의 기능을 새롭게 인식한다. 대안 미디어로 발전하는 게임의 미래를 경영자와 마케터, HR 전문가의 입장에서 들여다본다.
Use Video Games to Drive Innovation, Customer Engagement, Productivity, and Profit!
Companies of all shapes and sizes have begun to use games to revolutionize the way they interact with customers and employees, becoming more competitive and more profitable as a result. Microsoft has used games to painlessly and cost-effectively quadruple voluntary employee participation in important tasks. Medical schools have used game-like simulators to train surgeons, reducing their error rate in practice by a factor of six. A recruiting game developed by the U.S. Army, for just 0.25% of the Army’s total advertising budget, has had more impact on new recruits than all other forms of Army advertising combined. And Google is using video games to turn its visitors into a giant, voluntary labor force--encouraging them to manually label the millions of images found on the Web that Google’s computers cannot identify on their own.
Changing the Game reveals how leading-edge organizations are using video games to reach new customers more cost-effectively; to build brands; to recruit, develop, and retain great employees; to drive more effective experimentation and innovation; to supercharge productivity…in short, to make it fun to do business. This book is packed with case studies, best practices, and pitfalls to avoid. It is essential reading for any forward-thinking executive, marketer, strategist, and entrepreneur, as well as anyone interested in video games in general.
* In-game advertising, advergames, adverworlds, and beyond
Choose your best marketing opportunities--and avoid the pitfalls
* Use gaming to recruitand develop better employees
Learn practical lessons from America’s Army and other innovative case studies
* Channel the passion of your user communities
Help your customers improve your products and services--and have fun doing it
What gamers do better than computers, scientists, or governments
Use games to solve problems that can’t be solved any other way
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