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Tribal marketing, tribal branding : brand co-creation and the future of marketing

[NT 42944] Record Type:	[NT 8598] Electronic resources : [NT 40817] monographic
[NT 47348] Title Information:	brand co-creation and the future of marketing
[NT 47261] Author:	RichardsonBrendan.,
[NT 47351] Place of Publication:	New York
[NT 47263] Published:	Palgrave Macmillan;
[NT 47352] Year of Publication:	2013
[NT 47264] Description:	1 online resource
[NT 47266] Subject:	Marketing - Social aspects. -
[NT 47266] Subject:	Branding (Marketing) -
[NT 47266] Subject:	Consumer behavior. -
[NT 47266] Subject:	BUSINESS & ECONOMICS / Industrial Management -
[NT 47266] Subject:	BUSINESS & ECONOMICS / Management -
[NT 47266] Subject:	BUSINESS & ECONOMICS / Management Science -
[NT 47266] Subject:	BUSINESS & ECONOMICS / Organizational Behavior -
[NT 51458] Online resource:	http://www.palgraveconnect.com/doifinder/10.1057/9781137349101
[NT 47265] Notes:	Description based on print version record
[NT 51398] Summary:	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.
[NT 50961] ISBN:	9781137349101electronic bk.
[NT 50961] ISBN:	1137349107electronic bk.
[NT 60779] Content Note:	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 dyclmics : 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).

Tribal marketing, tribal branding : brand co-creation and the future of marketing
Richardson, Brendan.

Tribal marketing, tribal branding : brand co-creation and the future of marketing / by Brendan Richardson. - New York : Palgrave Macmillan, 2013. - 1 online resource.
Tribes, tribal marketing, and tribal branding.
Description based on print version record.
Includes bibliographical references and index.
ISBN 9781137349101ISBN 1137349107
MarketingBranding (Marketing)Consumer behavior.BUSINESS & ECONOMICS / Industrial ManagementBUSINESS & ECONOMICS / ManagementBUSINESS & ECONOMICS / Management ScienceBUSINESS & ECONOMICS / Organizational Behavior -- Social aspects.

Tribal marketing, tribal branding : brand co-creation and the future of marketing
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