文档介绍：BRANDS & GAMING
puter gaming phenomenon and
its impact on brands and businesses
David Nichols
Tom Farrand
Tom Rowley
&
Matt Avery
© David Nichols, Tom Farrand, Tom Rowley, Matt Avery 2006
All rights reserved. No reproduction, copy or transmission of this publication
may be made without written permission.
No paragraph of this publication may be reproduced, copied or transmitted
save with written permission or in accordance with the provisions of the
Copyright, Designs and Patents Act 1988, or under the terms of any licence
permitting limited copying issued by the Copyright Licensing Agency, 90
Tottenham Court Road, London W1T 4LP.
Any person who does any unauthorised act in relation to this publication may
be liable to criminal prosecution and civil claims for damages.
The authors have asserted their rights to be identified as the authors of this
work in accordance with the Copyright, Designs and Patents Act 1988.
First published 2006 by
PALGRAVE MACMILLAN
Houndmills, Basingstoke, Hampshire RG21 6XS and
175 Fifth Avenue, New York, . 10010
Companies and representatives throughout the world
PALGRAVE MACMILLAN is the global academic imprint of the Palgrave
Macmillan division of St. Martin’s Press, LLC and of Palgrave Macmillan Ltd.
Macmillan® is a registered trademark in the United States, United Kingdom
and other countries. Palgrave is a registered trademark in the European Union
and other countries.
ISBN–13: 978–1–4039–9897–2
ISBN–10: 1–4039–9897–3
This book is printed on paper suitable for recycling and made from fully
managed and sustained forest sources.
A catalogue record for this book is available from the British Library.
A catalog record for this book is available from the Library of Congress.
**********
15 14 13 12 11 10 09 08 07 06
Printed and bound in Great Britain by
Creative Print & Design (Wales) Ebbw Vale
Contents
List of figures and tables vi
Acknowledgments vii
1 Are you ready to play? The glob