Tribal Marketing, Tribal Branding: An Expert Guide to the Brand Co-creation Process - Couverture rigide

Richardson, Brendan

Couverture rigide

ISBN 10 : 0230368824 ISBN 13 : 9780230368828

Editeur : Palgrave Macmillan, 2013

A propos du livre

Présentation de l'éditeur

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.

Biographie de l'auteur

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.

À propos de cette édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2013
• ISBN 10: 0230368824
• ISBN 13: 9780230368828
• Reliure: Relié
• Nombre de pages: 184