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About this book
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.
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Table of contents (9 chapters)
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Front Matter
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Back Matter
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: Tribal Marketing, Tribal Branding
Book Subtitle: An expert guide to the brand co-creation process
Authors: Brendan Richardson
DOI: https://doi.org/10.1057/9781137349101
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2013
Hardcover ISBN: 978-0-230-36882-8Published: 29 July 2013
Softcover ISBN: 978-1-349-35009-4Published: 01 January 2013
eBook ISBN: 978-1-137-34910-1Published: 30 July 2013
Edition Number: 1
Number of Pages: XI, 184
Topics: Knowledge Management, Marketing, Business Strategy/Leadership, Operations Research/Decision Theory, Corporate Communication/Public Relations