Consumer tribes; Bernard Cova, Robert V. Kozinets, Avi. Shankar; 2007
Begagnad
-61%
Consumer tribes; Bernard Cova, Robert V. Kozinets, Avi. Shankar; 2007
Begagnad
-61%

Consumer tribes

av Bernard Cova, Robert V. Kozinets, Avi. Shankar

  • Utgiven: 2007
  • ISBN: 9780750680240
  • Sidor: 360 st
  • Förlag: Butterworth-Heinemann
  • Format: Häftad
  • Språk: Engelska

Om boken

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 tribes, 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. This is the first comprehensive text to capture the diversity of research in the area and offer an authoritative and easily digestible overview. It challenges accepted marketing theory such as segmentation and sets the benchmark for contemporary thinking on topical issues. It features internationally renowned team of editors and contributors.

Åtkomstkoder och digitalt tilläggsmaterial garanteras inte med begagnade böcker

Mer om Consumer tribes (2007)

2007 släpptes boken Consumer tribes skriven av Bernard Cova, Robert V. Kozinets, Avi. Shankar. Den är skriven på engelska och består av 360 sidor. Förlaget bakom boken är Butterworth-Heinemann.

Köp boken Consumer tribes på Studentapan och spara uppåt 61% jämfört med lägsta nypris hos bokhandeln.

Tillhör kategorierna

Referera till Consumer tribes

Harvard

Cova, B., Kozinets, R. V. & Shankar, Avi. (2007). Consumer tribes. Butterworth-Heinemann.

Oxford

Cova, Bernard, Kozinets, Robert V. & Shankar, Avi., Consumer tribes (Butterworth-Heinemann, 2007).

APA

Cova, B., Kozinets, R. V., & Shankar, Avi. (2007). Consumer tribes. Butterworth-Heinemann.

Vancouver

Cova B, Kozinets RV, Shankar Avi. Consumer tribes. Butterworth-Heinemann; 2007.

Köp boken