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Consumer Tribes

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Bernard Cova 作者
Butterworth-Heinemann
譯者
2007-08-03 出版日期
360 頁數
USD 46.95 價格
Paperback
叢書系列
9780750680240 圖書編碼

Consumer Tribes 在線電子書 圖書標籤: 課本  心理學  strategic  branding   


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Consumer Tribes 在線電子書 epub 下載 mobi 下載 pdf 下載 txt 下載 2024

Consumer Tribes 在線電子書 epub 下載 pdf 下載 mobi 下載 txt 下載 2024

Consumer Tribes 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2024



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Consumer Tribes 在線電子書 圖書描述

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 tribes, 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 this activity actually facilitates meaningful social relationships. The social 'links' (social relationships) are more important than the things (brands etc.). The aim of this book is therefore to offer a systematic overview of the area that has been defined as 'cultures of consumption' - consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management. This is the first comprehensive text to capture the diversity of research in the area and offer an authoritative and easily digestible overview. It challenges accepted marketing theory such as segmentation and sets the benchmark for contemporary thinking on topical issues. It features internationally renowned team of editors and contributors.

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