Tribal marketing, tribal branding: an expert guide to the brand co-creation process
Auteur :
Richardson, Brendan
Éditeur :
Palgrave Macmillan
ISBN :
9780230368828
Date de publication :
29 juil. 2013
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.