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

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.

Author: Brendan Richardson
Publisher: Palgrave MacMillan
Published: 07/29/2013
Pages: 184
Binding Type: Hardcover
Weight: 1.00lbs
Size: 9.20h x 6.40w x 0.70d
ISBN: 9780230368828

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.