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Author Richardson, Brendan, author.
Title Tribal marketing, tribal branding : an expert guide to the brand co-creation process / Brendan Richardson, Lecturer in Marketing and Consumer Behaviour, University College Cork, Ireland.
Publisher New York : Palgrave Macmillan, 2013.


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 BJL Reading Room 1st floor HDC  HF 5415 R5  4 WEEK LOAN  AVAILABLE
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Descript xi, 184 pages ; 24 cm
Content text
Media unmediated
Carrier volume
volume
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).
ISBN 9781137221377 (Unspecified)
9781349350094 (pbk)
0230368824
9780230368828 (hbk.) :
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Author Richardson, Brendan, author.
Subject Marketing -- Social aspects.
Branding (Marketing)
Consumer behavior.
Descript xi, 184 pages ; 24 cm
Content text
Media unmediated
Carrier volume
volume
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).
ISBN 9781137221377 (Unspecified)
9781349350094 (pbk)
0230368824
9780230368828 (hbk.) :
Author Richardson, Brendan, author.
Subject Marketing -- Social aspects.
Branding (Marketing)
Consumer behavior.
LOCATION SHELVED AT LOAN TYPE STATUS
 BJL Reading Room 1st floor HDC  HF 5415 R5  4 WEEK LOAN  AVAILABLE

Subject Marketing -- Social aspects.
Branding (Marketing)
Consumer behavior.
Descript xi, 184 pages ; 24 cm
Content text
Media unmediated
Carrier volume
volume
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).
ISBN 9781137221377 (Unspecified)
9781349350094 (pbk)
0230368824
9780230368828 (hbk.) :
Persistent link to this item
Click link and copy URL from browser navigation toolbar

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