INNOVATION AND MARKETING IN THE VIDEO GAME INDUSTRY: AVOIDING THE PERFORMANCE TRAP
Book ID/图书代码： 05230010B36715
English Summary/英文概要： 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.
Chinese Summary/中文概要： 相较时下众多的娱乐方式，电子游戏无疑为我们的社会生活带来了巨大的影响。它们不仅帮助我们消遣了大量的闲暇时间，还同时带动了文化潮流、电子产业的发展，甚至还被运用到了军事以及航天航空领域。现如今，随着任天堂公司成功推了Wii以及掌机DS，更加促进健康、寓教于乐的游戏生活方式正向我们大踏步地走来。
面对人们日益广泛的需求，游戏开发者以及主机制造商们正不断推陈出新，而得益于这股创新能力，才使得全球游戏产业始终保持着蓬勃发展的良性态势。
《游戏产业的创新和营销》一书将帮助各大开放商寻找到更好的经营策略，从而将更新更好的产品成功地推向市场。除此之外，读者们还将看到游戏厂商们如何挑战传统规律，凭借前所未有的开发创新以挖掘全新的消费群体，因而诸如家长以及中老年人等过去被视为死角的用户，也最终成功得以转变成为了全新的游戏玩家。
无论你是市场推广人士、产品设计开发人员、商业决策者，还是政府监管官员亦或是渴望深入探究游戏产业内部的读者，本书都无疑是一本不可多得的佳作。(ANDY)
Awards/获奖情况：’A great read for anyone interested in video games and the entertainment business. Wesley and Barczak craft a compelling read based through the history of video games – the unexpected success stories and colossal failures – which give us a foundation of learning that help those of us in the industry make better decisions in this new era of gaming. The rise of social games, micro- transactions, virtual goods and ever changing platforms force us to learn from our past and continue to think out of the box.’---Tom Sperry, CEO of Blade Games, Founding member of Microsoft Games Group
’This riveting and highly enjoyable book fully documents the history of the fascinating video game industry. From Donkey Kong and Mario Bros. to Xbox, Wii, Guitar Hero and Rock Band, David Wesley and Gloria Barczak take us through all the twists and turns of the video game industry, uncovering the stunning triumphs and errors that mark an industry changing so fast that, at times, top management at the leading companies are barely able to keep up, let alone develop sound marketing plans.’---Anthony Di Benedetto, Editor-in-Chief of the Journal of Product Innovation Management, and Professor of Marketing, Temple University.
’Easy to read yet powerful in its insights, this book emphasizes the importance of consistently identifying and effectively serving customers’ needs as a path to long-term corporate success. The ability of collaborations with those outside the company’s walls such as suppliers and certainly customers themselves is shown to be a source of developing value-creating products and services while avoiding complacency that can stifle innovation and ultimately, lead to corporate failure.’---R. Duane Ireland, Editor of the Academy of Management Journal, and Distinguished Professor of Management, Mays Business School, Texas A&M University.
About the Author/作者介绍： David Wesley is a Research Manager at Northeastern University’s College of Business Administration in Boston. His award-winning case studies on companies like Adidas, Hewlett-Packard, and Nintendo have appeared in numerous management textbooks and have been consistently ranked among the best-selling cases at Harvard Business School Publishing and Ivey Publishing. Mr. Wesley has an MBA from the Richard Ivey School of Business and a Bachelor of Science from the University of Victoria.
Professor Gloria Barczak is Professor and Chair of the marketing department at Northeastern University and former director of the Executive MBA program. She has published over 25 articles and several book chapters in the area of innovation and new product development and was recently recognized as one of the top innovation management scholars in the world by the Journal of Product Innovation Management and has been awarded the Robert D. Klein University Lecturer for 2009-2010 award by Northeastern University. She is also a member of the Editorial Board of the Journal of Product Innovation Management, IEEE Transactions on Engineering Management, and Creativity and Innovation Management.
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
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