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Tribal Marketing, Tribal Branding: An Expert Guide to the Brand Co-Creation Process

by Brendan Richardson
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Current price ₹3,305.00
Original price ₹5,084.00
Original price ₹5,084.00
Original price ₹5,084.00
(-35%)
₹3,305.00
Current price ₹3,305.00

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Book cover type: Hardcover
  • ISBN13: 9780230368828
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Springer
  • Publisher Imprint: Palgrave MacMillan
  • Publication Date:
  • Pages: 184
  • Original Price: EUR 44.99
  • Language: English
  • Edition: 2013
  • Item Weight: 454 grams
  • BISAC Subject(s): Advertising & Promotion, Marketing / General, and Information Management

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.

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.

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