From Tibet to South Africa to Jamaica and from film history to people's domestic conditions of music listening, this book brings together interdisciplinary analyses of music as understood from a broader context. It considers music within the spheres of production and consumption.

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 tribus, 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...