Tribal marketing, tribal branding: brand co-creation and the future of marketing
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
New York
Palgrave Macmillan
2013
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| Subjects: | |
| Online Access: | TUM01 Volltext |
| Item Description: | The face of consumer marketing has changed. However, most contemporary approaches to marketing still fall far short of delivering on the full potential of social and other media for brand development. In contrast, tribal branding integrates offline and online approaches to brand development, allowing marketers to benefit from greatly enhanced levels of consumer devotion to brands. Featuring insightful examples and case studies, 'Tribal Marketing, Tribal Branding' 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 Includes bibliographical references and index 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) |
| Physical Description: | 1 Online-Ressource (xi, 184 p.) |
| ISBN: | 1137349107 9780230368828 9781137349101 |
Staff View
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| 500 | |a Includes bibliographical references and index | ||
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| id | DE-604.BV041572831 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T00:59:55Z |
| institution | BVB |
| isbn | 1137349107 9780230368828 9781137349101 |
| language | English |
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| publisher | Palgrave Macmillan |
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| spelling | Richardson, Brendan Verfasser (DE-588)1042985278 aut Tribal marketing, tribal branding brand co-creation and the future of marketing Brendan Richardson New York Palgrave Macmillan 2013 1 Online-Ressource (xi, 184 p.) txt rdacontent c rdamedia cr rdacarrier The face of consumer marketing has changed. However, most contemporary approaches to marketing still fall far short of delivering on the full potential of social and other media for brand development. In contrast, tribal branding integrates offline and online approaches to brand development, allowing marketers to benefit from greatly enhanced levels of consumer devotion to brands. Featuring insightful examples and case studies, 'Tribal Marketing, Tribal Branding' 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 Includes bibliographical references and index 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) BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Gesellschaft Wirtschaft Marketing / Social aspects Branding (Marketing) Consumer behavior http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=622517 Aggregator Volltext |
| spellingShingle | Richardson, Brendan Tribal marketing, tribal branding brand co-creation and the future of marketing BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Gesellschaft Wirtschaft Marketing / Social aspects Branding (Marketing) Consumer behavior |
| title | Tribal marketing, tribal branding brand co-creation and the future of marketing |
| title_auth | Tribal marketing, tribal branding brand co-creation and the future of marketing |
| title_exact_search | Tribal marketing, tribal branding brand co-creation and the future of marketing |
| title_full | Tribal marketing, tribal branding brand co-creation and the future of marketing Brendan Richardson |
| title_fullStr | Tribal marketing, tribal branding brand co-creation and the future of marketing Brendan Richardson |
| title_full_unstemmed | Tribal marketing, tribal branding brand co-creation and the future of marketing Brendan Richardson |
| title_short | Tribal marketing, tribal branding |
| title_sort | tribal marketing tribal branding brand co creation and the future of marketing |
| title_sub | brand co-creation and the future of marketing |
| topic | BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Gesellschaft Wirtschaft Marketing / Social aspects Branding (Marketing) Consumer behavior |
| topic_facet | BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Gesellschaft Wirtschaft Marketing / Social aspects Branding (Marketing) Consumer behavior |
| url | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=622517 |
| work_keys_str_mv | AT richardsonbrendan tribalmarketingtribalbrandingbrandcocreationandthefutureofmarketing |