Consumer tribes
Auteur :
Cova, Bernard / Kozinets, Robert / Shankar, Avi
Éditeur :
Taylor & Francis Ltd
ISBN :
9780750680240
Date de publication :
21 mai 2007
Dimensions :
23,4 x 15,6 cm
Poids :
550 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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. This title offers an overview of the area that has been defined as 'cultures of consumption' - consumption microcultures, brand cultures, brand tribes, and brand communities.