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Tribal Marketing, Tribal Branding: An expert guide to the brand co-creation process 2013th Edition
Author(s): Brendan Richardson (Author)
- Publisher: Palgrave Macmillan
- Publication Date: 29 July 2013
- Edition: 2013th
- Language: English
- Print length: 195 pages
- ISBN-10: 0230368824
- ISBN-13: 9780230368828
Book Description
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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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.
