Video game marketing : a student textbook /
Peter Zackariasson and Mikolaj Dymek.
- vi, 155 pages ; 24 cm
Includes bibliographical references and index.
The market for video games -- Marketing strategy and the marketing mix -- Video game as products or services -- Brands and video games -- Marketing communication and video games -- Marketing research for game development -- Postmodern marketing -- Marketing as practice -- The future of game development -- Advergames and in-game advertising -- Gamification -- Alternate reality games.