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Analysis of the use of gamification in the internal marketing


Aleksandr Kokarev, Aleksey Meshkov
(about the authors)

Kokarev Aleksandr Nikolaevich – Postgraduate student, Department of marketing, Plekhanov Russian University of Economics, Moscow

Meshkov Aleksey Aleksandrovich – Doctor of Economics, Professor, Department of marketing, Plekhanov Russian University of Economics, Moscow

Published in:
Creative Economy
– № 10 / October, 2013



Keywords: case analysis, gamification, internal marketing


Citation:
Aleksandr Kokarev, Aleksey Meshkov (2013). Analysis of the use of gamification in the internal marketing. Creative Economy, 7(10), 15-25. — url: http://bgscience.ru/com/lib/1159


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Abstract:

Article contains practical cases describing examples of gamification implementation. Cases are evaluated from the perspective of whether it is reasonable to use game elements in the internal marketing system. Based on the case analysis general conclusions on the usability of gamification in the internal marketing system are made.







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