Richardson, Brendan.
Tribal marketing, tribal branding : an expert guide to the brand co-creation process / by Brendan Richardson, Lecturer in Marketing and Consumer Behaviour, University College Cork. - New York : Palgrave Macmillan, 2013. - xi, 184 p. ; ill. : 24 cm.
Includes bibliographical references and index.
Tribes, tribal marketing, and tribal branding -- What is tribal marketing, and why hasn't it been more widely implemented? -- Tribal origins and idiosyncracies : why brand tribes form and why they need to see themselves as unique -- Understanding tribal dynamics : beginning to engage with the art of ethno-marketing -- Collecting tribal data -- Interpreting tribal data : analysing ethnographic data and using it to build and maintain tribal brands -- Meet the tribes -- Towards an ethics of tribal marketing -- Tribes and tribal branding : where do we go from here? -- Bibliography -- Index of tribes -- Index of topics (key terms).
Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.
9780230368828
2013018155
Marketing--Social aspects.
Branding (Marketing)
Consumer behavior.
HF5415 / .R54173 2013
658.8
Tribal marketing, tribal branding : an expert guide to the brand co-creation process / by Brendan Richardson, Lecturer in Marketing and Consumer Behaviour, University College Cork. - New York : Palgrave Macmillan, 2013. - xi, 184 p. ; ill. : 24 cm.
Includes bibliographical references and index.
Tribes, tribal marketing, and tribal branding -- What is tribal marketing, and why hasn't it been more widely implemented? -- Tribal origins and idiosyncracies : why brand tribes form and why they need to see themselves as unique -- Understanding tribal dynamics : beginning to engage with the art of ethno-marketing -- Collecting tribal data -- Interpreting tribal data : analysing ethnographic data and using it to build and maintain tribal brands -- Meet the tribes -- Towards an ethics of tribal marketing -- Tribes and tribal branding : where do we go from here? -- Bibliography -- Index of tribes -- Index of topics (key terms).
Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.
9780230368828
2013018155
Marketing--Social aspects.
Branding (Marketing)
Consumer behavior.
HF5415 / .R54173 2013
658.8