Tribal Marketing, Tribal Branding: An expert guide to the brand co-creation process
Author:   Brendan Richardson
Publisher:   Palgrave Macmillan
ISBN:  

9780230368828


Pages:   184
Publication Date:   29 July 2013
Format:   Hardback
Availability:   In Print   Availability explained
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Tribal Marketing, Tribal Branding: An expert guide to the brand co-creation process


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Overview

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.

Full Product Details

Author:   Brendan Richardson
Publisher:   Palgrave Macmillan
Imprint:   Palgrave Macmillan
Dimensions:   Width: 15.50cm , Height: 1.70cm , Length: 23.50cm
Weight:   0.463kg
ISBN:  

9780230368828


ISBN 10:   0230368824
Pages:   184
Publication Date:   29 July 2013
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

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

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Author Information

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.

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