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Tribal marketing, tribal brandingbrand co-creation and the future of marketing /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Tribal marketing, tribal brandingby Brendan Richardson.
其他題名:	brand co-creation and the future of marketing /
作者:	Richardson, Brendan.
出版者:	New York :Palgrave Macmillan,2013.
面頁冊數:	1 online resource.
標題:	MarketingSocial aspects.
電子資源:	https://link.springer.com/book/10.1057/9781137349101
ISBN:	9781137349101 (electronic bk.)

Tribal marketing, tribal brandingbrand co-creation and the future of marketing /
Richardson, Brendan.

Tribal marketing, tribal brandingbrand co-creation and the future of marketing /[electronic resource] :by Brendan Richardson. - New York :Palgrave Macmillan,2013. - 1 online resource.

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).

The face of consumer marketing has changed. However, most contemporary approaches to marketing still fall far short of delivering on the full potential of social and other media for brand development. In contrast, tribal branding integrates offline and online approaches to brand development, allowing marketers to benefit from greatly enhanced levels of consumer devotion to brands. Featuring insightful examples and case studies, 'Tribal Marketing, Tribal Branding' 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.

ISBN: 9781137349101 (electronic bk.)

Source: 550090Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

230848
Marketing
--Social aspects.Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415 / .R54173 2013

Dewey Class. No.: 658.8

Tribal marketing, tribal brandingbrand co-creation and the future of marketing /
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520 $a The face of consumer marketing has changed. However, most contemporary approaches to marketing still fall far short of delivering on the full potential of social and other media for brand development. In contrast, tribal branding integrates offline and online approaches to brand development, allowing marketers to benefit from greatly enhanced levels of consumer devotion to brands. Featuring insightful examples and case studies, 'Tribal Marketing, Tribal Branding' 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.
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