Business & Money | Economics
Consumer Tribes
by Bernard Cova 2020-09-01 02:59:15
image1
COMPARE PRICE
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 individu... Read more
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. Less
  • Publication date
  • Language
  • ISBN
  • June 25, 2012
  • eng
  • 9781136414671
autor-image
Bernard Cova
Author
...
Compare Prices
image
Buy GBP 38.69
Available Discount
12 % OFF
12% off Academic Book Titles (ebooks.com)
Show Coupon Code

See More Details

Description: Back to School Promotion at eBooks.com. 12% off Academic book titles. Landing page is on our academics category page. Static image.

10 % OFF
Save 10% OFF on Student Text Books (ebooks.com)
Show Coupon Code

See More Details

Description: Purchase textbooks at student discounts!

20 % OFF
20% Off on selected Categories
Show Coupon Code

See More Details

Description: 20% Off these Categories- Body Mind & Spirit, Family & Relationships, Foreign Language Study, History, Sports & Recreation. Offer Lasts all through January.

Related Books
view all
image1
Real Estate Development - 4th Edition:
image1
The Rise and Fall of Revenue Farming:
image1
Creative Economy:
image1
On The Principles of Political Economy and Taxation:
image1
Frenzied Finance: The Crime of Amalgamated:
image1
Wiley Interpretation and Application of IFRS Standards:
image1
Indian Currency and Finance:
image1
An Example of Communal Currency: The Facts About the Guernsey Market House:
image1
Principles of Islamic Accounting:
image1
Management and Planning in the Leisure Industries:
image1
Four Introductory Lectures on Political Economy:
image1
International Finance:
image1
The Bitcoin Standard:
image1
Initiating, Managing and Sustaining Strategic Change:
image1
The Economic Consequences of the Peace:
image1
The Institutional Foundations of East Asian Economic Development:
image1
A Revision of the Treaty; Being a Sequel of The Economic Consequence of the Peace:
image1
Migration of Financial Resources to Developing Countries:
image1
John Douglas's Guide to Landing a Career in Law Enforcement:
image1
The Theory of the Leisure Class:
image1
Learning and Technological Change:
image1
Tools für Projektmanagement, Workshops und Consulting:
image1
External Finance and Adjustment:
image1
An Inquiry Into the Nature and Causes of the Wealth of Nations:
image1
Supply and Demand:

Stay in touch.

© 2024 AMPLE READS