Bernard Cova, Robert Kozinets, Avi Shankar
Butterworth-Heinemann, 2007 - Business & Economics - 339 pages
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.
* The first comprehensive text to capture the diversity of research in the area and offer an authoritative and easily digestible overview.
*Challenges accepted marketing theory such as segmentation and sets the benchmark for contemporary thinking on topical issues.
* Internationally renowned team of editors and contributors.
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Review: Consumer TribesUser Review - Goodreads
Going through this book cover to cover was really rewarding. While the introductory material dealt with tribal marketing in general, the book is mostly comprised of studies of particular consumer ...
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Sharon R. Mazzarella
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marketingsherpa: Consumer Tribes by Bernard Cova; Robert V. Kozinets
If you're interested in learning more about the consumers' mentality and culture, 'Consumer Tribes' might satisfy your curiosity. It's a thorough overview ...
University of Bath - School of Management - About - Dr Avi Shankar
Consumer Tribes. Oxford: Elsevier Butterworth Heinemann. Saren, M., Maclaran, P., Goulding C., Elliott, R., Shankar A., & Catterall, M. (eds) 2007. ...
www.bath.ac.uk/ management/ faculty/ avi_shankar.html
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Consumer Tribes - Argonautes : Consommation & Société
Bernard Cova, Robert V. Kozinets, Avi Shankar, 2007, Consumer Tribes, Elsevier BH. Un livre sur les tribus modernes depuis les fans de Star Trek, ...
Book review-Of elephants and organizations: The challenge of ...
with their edited treatise, Consumer Tribes. It is true. that the behaviors of consumers matter as ... approach in Consumer Tribes is to see tribes as part- ...
doi.wiley.com/ 10.1002/ joe.20197
Consumer Tribes, l’ultimo libro di Bernard Cova | digitalmarketinglab
consumer-tribes.jpg Dopo aver sentito nominare il libro nella video intervista riportata qui sotto, ieri pomeriggio sono passato alla Hoepli, ...
www.digitalmarketinglab.it/ dm/ consumer-tribes-lultimo-libro-di-bernard-cova/
Brandthroposophy » Technology
If you are interested in writing a blog review of the Consumer Tribes book, let me know. ... The idea of Consumer Tribes has become a hot topic amongst both ...
kozinets.net/ archives/ category/ technology
Comments for The Customer Experience Labs
Jan wrote an interesting post today onhere’sa quick excerpt“Consumer Tribes” is a book edit by Bernard Cova, Robert V. Kozinets and Avi Shankar. ...
«The War of the etribes: Online Conflicts and Communal Consumption» in Consumer Tribes: Theory, Practice, and Prospects, Cova, B., Kozinets, rv, ...
www.hec.fr/ hec/ fr/ professeurs_recherche/ p_liste/ p_bio.php?num=124
Dr Robin Canniford - School of Business and Economics, University ...
Canniford, R & Shankar, A. “Marketing the Savage” in Cova, B., Shankar, A. and Kozinets, R. (2007) Consumer Tribes: Theory, practice and Prospects, ...
www.sobe.ex.ac.uk/ staff/ profile.php?id=104