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Tribal marketing, tribal branding : an expert guide to the brand co-creation process

Author: Brendan Richardson
Publisher: Houndmills, Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2013.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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 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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Genre/Form: Electronic books
Additional Physical Format: Print version:
Richardson, Brendan.
Tribal marketing, tribal branding.
(DLC) 2013018155
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Brendan Richardson
ISBN: 1137349107 9781137349101
OCLC Number: 902327657
Description: 1 online resource (xi, 184 pages .)
Contents: 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).
Responsibility: by Brendan Richardson, Lecturer in Marketing and Consumer Behaviour, University College Cork, Ireland.

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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  Read more...

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