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| CONSUMER TRIBES
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 To order this title, and for more information, click here
By
Bernard Cova, Professor of Marketing at Euromed Marseilles & Universita Bocconi, Milan, Italy.
Robert Kozinets, Associate Professor of Marketing at York University's Schulich School of Business in Tornoto, Canada.
Avi Shankar, Senior Lecturer in Marketing and Consumer Research, University of Bath.
Description
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.
Audience
Upper level undergraduate and postgraduate students of marketing, consumer behaviour and brand management courses.
Contents
Introductory chapter
Section 1 Theory
Section 2 (Sub)Cultures of consumption
Section 3 Brand communities
Section 4 Neo-tribal consumption
| Bibliographic details |
Paperback, 360 pages, publication date: MAY-2007
ISBN-13: 978-0-7506-8024-0
ISBN-10: 0-7506-8024-5
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 36.95
GBP 24.99
USD 39.95
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076/735
Last update: 27 Sep 2008
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