Tribal Marketing, Tribal Branding

Name: Tribal Marketing, Tribal Branding
Author: Brendan Richardson

An expert guide to the brand co-creation process

Gebonden Engels 2013 9780230368828

55,89

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Verwachte levertijd ongeveer 9 werkdagen

Samenvatting

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.

Specificaties

ISBN13:9780230368828

Taal:Engels

Bindwijze:gebonden

Uitgever:Palgrave Macmillan UK

Hoofdrubriek:Marketing, Organisatiekunde, IT-management / ICT

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Inhoudsopgave

1. Tribes, Tribal Marketing, and Tribal Branding 2. What is Tribal Marketing, and why hasn't it been more widely implemented? 3. Tribal Origins and Idiosyncracies – Why Brand Tribes form and why they need to see themselves as unique 4. Understanding Tribal Dynamics: Beginning to Engage with the Art of Ethno-Marketing 5. Collecting Tribal Data 6. Interpreting Tribal Data: Analysing Ethnographic Data and using it to build and maintain Tribal Brands 7. Meet the Tribes 8. Towards an Ethics of Tribal Marketing 9. Tribes and Tribal Branding – where do we go from here? Bibliography Index