| 000 -LEADER |
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| fixed length control field |
01946nam a22003138a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
130506s2013 nyu b 001 0 eng |
| LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2013018155 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780230368828 |
| CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
DLC |
| AUTHENTICATION CODE |
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| Authentication code |
pcc |
| LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5415 |
| Item number |
.R54173 2013 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8 |
| Edition number |
23 |
| SYSTEM CONTROL NUMBER |
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| System control number |
(IMchF)fol14767447 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126100320.0 |
| CONTROL NUMBER |
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| control field |
56204 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Richardson, Brendan. |
| TITLE STATEMENT |
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| Title |
Tribal marketing, tribal branding : |
| Remainder of title |
an expert guide to the brand co-creation process / |
| Statement of responsibility, etc |
by Brendan Richardson, Lecturer in Marketing and Consumer Behaviour, University College Cork. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
Palgrave Macmillan, |
| Date of publication, distribution, etc |
2013. |
| PROJECTED PUBLICATION DATE |
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| Projected publication date |
1309 |
| PHYSICAL DESCRIPTION |
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| Extent |
xi, 184 p. ; |
| Other physical details |
ill. : |
| Dimensions |
24 cm. |
| BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc |
Includes bibliographical references and index. |
| FORMATTED CONTENTS NOTE |
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| Formatted contents note |
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). |
| SUMMARY, ETC. |
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| Summary, etc |
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. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing |
| General subdivision |
Social aspects. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Branding (Marketing) |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Consumer behavior. |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |