000			01946nam a22003138a 4500
008			130506s2013 nyu b 001 0 eng
010			_a 2013018155
020			_a9780230368828
040			_aDLC _beng _cDLC
042			_apcc
050	0	0	_aHF5415 _b.R54173 2013
082	0	0	_a658.8 _223
100	1		_aRichardson, Brendan.
245	1	0	_aTribal marketing, tribal branding : _ban expert guide to the brand co-creation process / _cby Brendan Richardson, Lecturer in Marketing and Consumer Behaviour, University College Cork.
260			_aNew York : _bPalgrave Macmillan, _c2013.
263			_a1309
300			_axi, 184 p. ; _bill. : _c24 cm.
504			_aIncludes bibliographical references and index.
505	0		_aTribes, 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).
650		0	_aMarketing _xSocial aspects.
650		0	_aBranding (Marketing)
650		0	_aConsumer behavior.
035			_a(IMchF)fol14767447
520			_aTribal 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.
005			20170126100320.0
001			56204
003			UOWD
942			_cREGULAR
999			_c23041 _d23041