Tribal Marketing, Tribal Branding
An expert guide to the brand co-creation process| By: | Brendan Richardson |
| Publisher: | Springer Nature |
| Print ISBN: | 9780230368828 |
| eText ISBN: | 9781137349101 |
| Edition: | 0 |
| Copyright: | 2013 |
| Format: | Reflowable |
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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.