Tribal marketing, tribal branding : an expert guide to the brand co-creation process /
By: Richardson, Brendan
Material type: BookPublisher: New York : Palgrave Macmillan, 2013.Description: xi, 184 p. ; ill. : 24 cm.ISBN: 9780230368828Subject(s): Marketing -- Social aspects | Branding (Marketing) | Consumer behaviorDDC classification: 658.8Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 658.8 RI TR (Browse shelf) | Available | T0023513 |
, Shelving location: Main Collection Close shelf browser
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.