Tribal Marketing, Tribal Branding

An Expert Guide to the Brand Co-Creation Process
2013. Auflage 2013
ISBN: 978-0-230-36882-8
Verlag: Palgrave MacMillan UK

Buch, Englisch, 184 Seiten, Format (B × H): 163 mm x 234 mm, Gewicht: 454 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Richardson, Brendan

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Entscheidungsfindung
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Management Wissensmanagement

Inhaltsverzeichnis

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

Über Autor(innen)

Brendan Richardson is Lecturer in Marketing and Consumer Behaviour in the Department of Management and Marketing at University College Cork, Ireland and is building a reputation in the areas of tribal marketing and consumer tribes.