Tribal Marketing, Tribal Branding: An Expert Guide to the Brand Co-Creation Process

ISBN-13: 9780230368828 / Angielski / Twarda / 2013 / 184 str.

Brendan Richardson

Opis

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.

Spis treści

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

O autorze

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.