Tribal Marketing, Tribal Branding: An expert guide to the brand co-creation process

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9780230368828: Tribal Marketing, Tribal Branding: An expert guide to the brand co-creation process
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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.

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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.

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