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Tribal Marketing, Tribal Branding An expert guide to the brand co-creation process
- Author / Creator
- Available as
- Physical
- Summary
-
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 opportunitie...
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.
Details
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- Creator
- by Brendan Richardson
- Format
- Books
- Language
- English
- Publication
-
- 1st ed. 2013
- London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2013
- Physical Details
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- 1 online resource (197 p.)
- ISBNs
- 1349350095, 9781137349101, 9780230368828, 9781349350094, 1137349107, 0230368824, 129976410X
- OCLC
- ocn827973858, ocn854977673
- Description based upon print version of record.
- Includes bibliographical references and indexes.
- English
- 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)