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Author : Rebecca Adamson
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (869 download)
Download or read book Tribal marketing management written by Rebecca Adamson and published by . This book was released on 1993 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Avi Shankar
Publisher : Routledge
ISBN 13 : 1136414673
Total Pages : 348 pages
Book Rating : 4.1/5 (364 download)
Download or read book Consumer Tribes written by Avi Shankar and published by Routledge. This book was released on 2012-06-25 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 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.
Author : Brendan Richardson
Publisher : Springer
ISBN 13 : 1137349107
Total Pages : 196 pages
Book Rating : 4.1/5 (373 download)
Download or read book Tribal Marketing, Tribal Branding written by Brendan Richardson and published by Springer. This book was released on 2013-07-30 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : Brendan Richardson
Publisher : Springer
ISBN 13 : 1137349107
Total Pages : 315 pages
Book Rating : 4.1/5 (373 download)
Download or read book Tribal Marketing, Tribal Branding written by Brendan Richardson and published by Springer. This book was released on 2013-07-30 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : Bernard Cova
Publisher : Routledge
ISBN 13 : 1136414665
Total Pages : 349 pages
Book Rating : 4.1/5 (364 download)
Download or read book Consumer Tribes written by Bernard Cova and published by Routledge. This book was released on 2012-06-25 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 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.
Author : Luca M. Visconti
Publisher : Routledge
ISBN 13 : 1351358820
Total Pages : 686 pages
Book Rating : 4.3/5 (513 download)
Download or read book Marketing Management written by Luca M. Visconti and published by Routledge. This book was released on 2020-05-04 with total page 686 pages. Available in PDF, EPUB and Kindle. Book excerpt: Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors’ primary research with a range of companies including Cadbury’s Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.
Author : GATHONI NJENGA
Publisher : OSTRICH PUBLISHERS
ISBN 13 :
Total Pages : 80 pages
Book Rating : 4./5 ( download)
Download or read book A Beginner's Guide to Tribal Marketing written by GATHONI NJENGA and published by OSTRICH PUBLISHERS. This book was released on with total page 80 pages. Available in PDF, EPUB and Kindle. Book excerpt: A beginner's guide to tribal marketing lays out the fundamentals of social and community-based marketing. This short and straight-to-the-point book can serve as an introduction for any small business owner or marketer to the new age of marketing: Tribal Marketing. Go beyond demographics and reach new customers based on their shared interests.
Author :
Publisher :
ISBN 13 :
Total Pages : 226 pages
Book Rating : 4.:/5 (918 download)
Download or read book A New Brand Management Strategy in Postmodern Markets written by and published by . This book was released on 2003 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Darby C. Stapp
Publisher : Rowman Altamira
ISBN 13 : 075911644X
Total Pages : 261 pages
Book Rating : 4.7/5 (591 download)
Download or read book Tribal Cultural Resource Management written by Darby C. Stapp and published by Rowman Altamira. This book was released on 2002-10-23 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: The entrance of Native Americans into the world of cultural resource management is forcing a change in the traditional paradigms that have guided archaeologists, anthropologists, and other CRM professionals. This book examines these developments from tribal perspectives, and articulates native views on the identification of cultural resources, how they should be handled and by whom, and what their meaning is in contemporary life. Sponsored by the Heritage Resources Management Program, University of Nevada, Reno
Author : Alisa Zayasenko
Publisher : GRIN Verlag
ISBN 13 : 3668400946
Total Pages : 42 pages
Book Rating : 4.6/5 (684 download)
Download or read book Brand Tribalism. Theoretical Foundation and Practical Application written by Alisa Zayasenko and published by GRIN Verlag. This book was released on 2017-02-21 with total page 42 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, Munich Business School University of Applied Sciences, language: English, abstract: Brand tribalism is a sociological concept enrooted in the idea that today’s consumers look for products that offer more than just quality and functionality by uniting people with each other. This research paper explains this concept by exploring the theoretical foundations of the term as well as its application to the marketing practice. This work has two main objectives. The first is to provide solid theoretical information about the idea of brand tribalism including characteristics, structures and types of brand tribes. The second objective is to present how the concept of brand tribalism can be applied to the marketing management and how it affects customers. Furthermore, marketing activities of two companies present on the market will be researched in connection with the concept of brand tribalism.
Author : Dave Logan
Publisher : Harper Collins
ISBN 13 : 0062196790
Total Pages : 322 pages
Book Rating : 4.0/5 (621 download)
Download or read book Tribal Leadership Revised Edition written by Dave Logan and published by Harper Collins. This book was released on 2012-01-03 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: It’s a fact of life: birds flock, fish school, people “tribe.” Malcolm Gladwell and other authors have written about how the fact that humans are genetically programmed to form “tribes” of 20-150 people has proven true throughout our species’ history. Every company in the word consists of an interconnected network of tribes (A tribe is defined as a group of between 20 and 150 people in which everyone knows everyone else, or at least knows of everyone else). In Tribal Leadership, Dave Logan, John King, and Halee Fischer-Wright show corporate leaders how to first assess their company’s tribal culture and then raise their companies’ tribes to unprecedented heights of success. In a rigorous eight-year study of approximately 24,000 people in over two dozen corporations, Logan, King, and Fischer-Wright discovered a common theme: the success of a company depends on its tribes, the strength of its tribes is determined by the tribal culture, and a thriving corporate culture can be established by an effective tribal leader. Tribal Leadership will show leaders how to employ their companies’ tribes to maximize productivity and profit: the author’s research, backed up with interviews ranging from Brian France (CEO of NASCAR) to “Dilbert” creator Scott Adams, shows that over three quarters of the organizations they’ve studied have tribal cultures that are adequate at best.
Author : Douglas Brownlie
Publisher : SAGE
ISBN 13 : 9780803974913
Total Pages : 292 pages
Book Rating : 4.9/5 (749 download)
Download or read book Rethinking Marketing written by Douglas Brownlie and published by SAGE. This book was released on 1999-03-23 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: `This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing' - Journal of Marketing Management This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the mar
Download or read book Tribal Marketing & Co-Creation written by and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Rebecca Adamson
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (869 download)
Download or read book Tribal marketing written by Rebecca Adamson and published by . This book was released on 1993 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : John Moore
Publisher : Kaplan Publishing
ISBN 13 : 9781419520013
Total Pages : 0 pages
Book Rating : 4.5/5 (2 download)
Download or read book Tribal Knowledge written by John Moore and published by Kaplan Publishing. This book was released on 2006-09-01 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Without question, Starbucks Coffee is one of the greatest business success stories of the past decade. Since going public in 1992, it has grown yearly revenues to more than $6.5 billion, achieved a stock price increase of more than 6,500%, and opened over 11,000 locations worldwide. But for a company that has accomplished so much, outsiders really know very little about the Starbucks secrets to success. That’s because much of the company’s sage advice and weathered truisms exist solely in the hearts and minds of longtime Starbucks employees. This so-called “tribal knowledge” includes pithy quotes uttered by Starbucks executives, mantras used by Starbucks project groups, learnings from failed pilot programs, and “ah-ha” moments from successful projects. It’s company stories passed down from one generation of employees to the next. It’s intense. It’s poignant. It’s thought provoking. It’s actionable. It’s a language of Starbucks “tribal knowledge” that has never been written – only spoken – and only within the Starbucks tribe. Until now. In Tribal Knowledge: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture, longtime Starbucks marketer John Moore shares untold, behind-the-scenes stories of the processes, the programs, and the products that have made Starbucks a remarkable business success, including: · Why Starbucks was purpose driven to make a difference in the world. · How Starbucks goes beyond simply having a mission statement to living its mission statement. · How the Starbucks principled, innovative, and cause-related approach to marketing built an endearing and enduring brand. · Why efforts to extend the Starbucks brand into lifestyle offerings such as a literary magazine and full-service restaurants failed. · How the Starbucks approach to employee career growth has created a passionate workforce. · How to apply the Starbucks “tribal knowledge” to your business, entrepreneurial venture, or project group. Tribal Knowledge gives you unprecedented access to the many business lessons that helped Starbucks find prosperity by selling a commodity – all from a marketer who lived inside the Starbucks tribe.
Author : Suman Kalyan Chaudhury
Publisher :
ISBN 13 : 9789381839379
Total Pages : 178 pages
Book Rating : 4.8/5 (393 download)
Download or read book Tribal Marketing written by Suman Kalyan Chaudhury and published by . This book was released on 2018 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Bilal Bin Zafar
Publisher : LAP Lambert Academic Publishing
ISBN 13 : 9783659572968
Total Pages : 140 pages
Book Rating : 4.5/5 (729 download)
Download or read book Tribal Marketing written by Bilal Bin Zafar and published by LAP Lambert Academic Publishing. This book was released on 2014-07-18 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Postmodern era has broadened our horizon on how social consumption helps consumers create a self identity and sense of liberation. Tribal marketing further takes into account these understanding in helping marketers create a marketing strategy that attempts to build social communities that are centered on a product or service.The book focuses on the consumer of postmodern era who is constantly searching for "Linkage Value." These tribes are not just held together by a sense of being in a community instead their binding force is the shared emotion and passion that linking value of a product or service holds. This book is a first of its kind and is focused on studying Tribal behaviors and inclinations among the car racing enthusiasts in Pakistani perspective.
