0
Your cart

Your cart is empty

Books > Business & Economics > Business & management > Sales & marketing

Not currently available

Consumer Tribes (Electronic book text)
Consumer Tribes (Electronic book text): Bernard Cova, Robert Kozinets, Avi Shankar
Consumer Tribes (Electronic book text): Bernard Cova, Robert Kozinets, Avi Shankar

Share your images

Consumer Tribes (Electronic book text)

Bernard Cova, Robert Kozinets, Avi Shankar

 (sign in to rate)

Bookmark and Share

We have no sources for this product at present. If you add this to your wishlist we will let you know should it become available to order.

Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates meaningful social relationships. The social `links' (social relationships) are more important than the things (brands etc.)The aim of this book is therefore to offer a systematic overview of the area that has been defined as "cultures of consumption"- consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management.

General

Imprint: Routledge
Country of origin: United Kingdom
Release date: June 2012
First published: 2007
Authors: Bernard Cova • Robert Kozinets • Avi Shankar
Format: Electronic book text
Pages: 360
ISBN-13: 978-1-136-41466-4
Barcode: 9781136414664
Categories: Promotions
Books > Business & Economics > Business & management > Management & management techniques
Books > Business & Economics > Business & management > Management & management techniques > General
Books > Business & Economics > Business & management > Sales & marketing
Books > Business & Economics > Business & management > Sales & marketing > General
LSN: 1-136-41466-5

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!

Loyalty partners