translating virtual world branding into real world success De Mesa, Alycia creator text bibliography nyu New York Palgrave Macmillan c2009 2009 monographic eng

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x, 187 p. : ill. ; 24 cm. He emergence & characteristics of virtual worlds -- The early worlds -- The adoption continuum -- The establishers -- The culture of virtual world users -- Adult user profiles and habits -- Teen user profiles and habits -- Kids & teen worlds -- The emergence of business within virtual worlds -- Why use virtual worlds? -- Types of businesses within virtual worlds -- Strategies and tactics from real-world brands -- The virtual worlds of proprietary brands -- Strategies, tactics and impact of virtual worlds built around a global brand -- Disney’s toontown -- Coke studios -- vMTV -- Success stories -- What’s the measure of success? -- Examples of co-branding in virtual worlds -- What companies can learn from ’grass-root’ virtual brands -- Failure stories -- Failure defined -- What went wrong -- Lessons learned -- New challenges -- Virtual world standards (the case of IBM) -- Intellectual property theft -- Digital domain law -- Hijacked brands -- The futurist’s review -- Reflections on trends, user behaviors and the impact on business and brand strategie specialized Alycia de Mesa Includes bibliographical references and index Branding (Marketing) Virtual reality Success in business 9780230201798 UMP 111208 20251117150410.0 vtls000056723