[PDF] Consumer Tribes eBook

Author : Avi Shankar
Publisher : Routledge
Page : 348 pages
File Size : 38,60 MB
Release : 2012-06-25
Category : Business & Economics
ISBN : 1136414673

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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. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates meaningful social relationships. The social ‘links’ (social relationships) are more important than the things (brands etc.) The aim of this book is therefore to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management.

Author : Bernard Cova
Publisher : Routledge
Page : 349 pages
File Size : 42,41 MB
Release : 2012-06-25
Category : Business & Economics
ISBN : 1136414665

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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. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates meaningful social relationships. The social ‘links’ (social relationships) are more important than the things (brands etc.) The aim of this book is therefore to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management.

Author : Christof Pforr
Publisher : Springer Nature
Page : 269 pages
File Size : 50,80 MB
Release : 2020-11-18
Category : Business & Economics
ISBN : 9811571503

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This book adopts a collectivist perspective on special interest tourism consumption, bringing together research on ‘special interest tourism’ and ‘niche tourism’ as well as more recent research into the interdisciplinary applications of the sociological concept of neo‐tribes. It promotes a shift in perspective away from special interest tourism understood as a sum of similarly motivated individuals, to a collective view of special interest tourists who share common characteristics (e.g., shared values, beliefs and mutual interests) and group structures. This approach provides a better understanding of groupings that are not unified by a common tourism motivation, but brought together by otherwise conditioned commonalities in actual behavior triggered by supply-side contexts (e.g., Airbnb). The book considers tourism micro‐segments as consumer tribes (i.e., as symbolic communities) in which individuals are embedded and loosely bound together. As there is limited research on the collectivist perspective on special interest tourism consumption, in the first part the book’s conceptual/theoretical discourse contributes to a better understanding of ‘groupings’ in tourism behavior but also collectives that are not unified by a common tourism motivation. Presenting international examples, the book explores in Part 2 the group culture of a range of tourist tribes by describing emerging tourism micro-segments, identifying shared identities, and analyzing their collective mechanisms.

Author : Ulrike Arnhold
Publisher : Springer Science & Business Media
Page : 477 pages
File Size : 23,53 MB
Release : 2010-11-22
Category : Business & Economics
ISBN : 383498857X

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From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.

Author : Seth Godin
Publisher : Penguin
Page : 164 pages
File Size : 36,95 MB
Release : 2008-10-16
Category : Business & Economics
ISBN : 9781591842330

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The New York Times, BusinessWeek, and Wall Street Journal Bestseller that redefined what it means to be a leader. Since it was first published almost a decade ago, Seth Godin's visionary book has helped tens of thousands of leaders turn a scattering of followers into a loyal tribe. If you need to rally fellow employees, customers, investors, believers, hobbyists, or readers around an idea, this book will demystify the process. It's human nature to seek out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads). Now the Internet has eliminated the barriers of geography, cost, and time. Social media gives anyone who wants to make a difference the tools to do so. With his signature wit and storytelling flair, Godin presents the three steps to building a tribe: the desire to change things, the ability to connect a tribe, and the willingness to lead. If you think leadership is for other people, think again—leaders come in surprising packages. Consider Joel Spolsky and his international tribe of scary-smart software engineers. Or Gary Vaynerhuck, a wine expert with a devoted following of enthusiasts. Chris Sharma led a tribe of rock climbers up impossible cliff faces, while Mich Mathews, a VP at Microsoft, ran her internal tribe of marketers from her cube in Seattle. Tribes will make you think—really think—about the opportunities to mobilize an audience that are already at your fingertips. It's not easy, but it's easier than you think.

Author : Brendan Richardson
Publisher : Springer
Page : 196 pages
File Size : 18,95 MB
Release : 2013-07-30
Category : Business & Economics
ISBN : 1137349107

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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.

Author : Michel Maffesoli
Publisher : SAGE
Page : 196 pages
File Size : 30,62 MB
Release : 1996-02-27
Category : Social Science
ISBN : 9780803984745

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In this exciting book Michel Maffesoli argues that the conventional approaches to understanding solidarity and society are deeply flawed. He contends that mass culture has disintegrated and that today social existence is conducted through fragmented tribal groupings, organized around the catchwords, brand-names and sound-bites of consumer culture. The book provides a rich backcloth against which to consider the rise of `identity politics' and the `proliferation of lifestyle cultures'.

Author : Joshua Greene
Publisher : Penguin
Page : 434 pages
File Size : 34,91 MB
Release : 2014-12-30
Category : Science
ISBN : 0143126059

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“Surprising and remarkable…Toggling between big ideas, technical details, and his personal intellectual journey, Greene writes a thesis suitable to both airplane reading and PhD seminars.”—The Boston Globe Our brains were designed for tribal life, for getting along with a select group of others (Us) and for fighting off everyone else (Them). But modern times have forced the world’s tribes into a shared space, resulting in epic clashes of values along with unprecedented opportunities. As the world shrinks, the moral lines that divide us become more salient and more puzzling. We fight over everything from tax codes to gay marriage to global warming, and we wonder where, if at all, we can find our common ground. A grand synthesis of neuroscience, psychology, and philosophy, Moral Tribes reveals the underlying causes of modern conflict and lights the way forward. Greene compares the human brain to a dual-mode camera, with point-and-shoot automatic settings (“portrait,” “landscape”) as well as a manual mode. Our point-and-shoot settings are our emotions—efficient, automated programs honed by evolution, culture, and personal experience. The brain’s manual mode is its capacity for deliberate reasoning, which makes our thinking flexible. Point-and-shoot emotions make us social animals, turning Me into Us. But they also make us tribal animals, turning Us against Them. Our tribal emotions make us fight—sometimes with bombs, sometimes with words—often with life-and-death stakes. A major achievement from a rising star in a new scientific field, Moral Tribes will refashion your deepest beliefs about how moral thinking works and how it can work better.

Author : Deanna M. Kennedy
Publisher : University of Washington Press
Page : 249 pages
File Size : 11,7 MB
Release : 2017-09-26
Category : Business & Economics
ISBN : 0295742100

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American Indian business is booming. The number of American Indian– and Alaska Native–owned businesses increased by 15.3 percent from 2007 to 2012—a time when the total number of US businesses increased by just 2 percent—and receipts grew from $34.4 million in 2002 to $8.8 billion in 2012. Despite this impressive growth, there is an absence of small businesses on reservations, and Native Americans own private businesses at the lowest rate per capita for any ethnic or racial group in the United States. Many Indigenous entrepreneurs face unique cultural and practical challenges in starting, locating, and operating a business, from a perceived lack of a culture of entrepreneurship and a suspicion of capitalism to the difficulty of borrowing start-up funds when real estate is held in trust and cannot be used as collateral. This book provides an accessible introduction to American Indian businesses, business practices, and business education. Its chapters cover the history of American Indian business from early trading posts to today’s casino boom; economic sustainability, self-determination, and sovereignty; organization and management; marketing; leadership; human resource management; tribal finance; business strategy and positioning; American Indian business law; tribal gaming operations; the importance of economic development and the challenges of economic leakage; entrepreneurship; technology and data management; business ethics; service management; taxation; accounting; and health-care management. American Indian Business also furthers the inclusion of Indigenous perspectives in the study of American business practices in general and demonstrates the significant impact that American Indians have had on business, as well as their cultural contributions to management, leadership, marketing, economic development, and entrepreneurship.

Author : Colin Prior
Publisher : Firefly Books
Page : 202 pages
File Size : 15,58 MB
Release : 2003
Category : Indigenous peoples
ISBN : 1552977463

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A portrait in photographs and text of fifteen uniquely individual tribes that have retained their identity in the face of globalization.