Consumer Tribes

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Consumer Tribes

Bernard Cova,Robert Kozinets,Avi Shankar
Consumer Tribes Book PDF

Author : Bernard Cova,Robert Kozinets,Avi Shankar
Publisher : Routledge
Page : 360 pages
File Size : 42,6 Mb
Release : 2012-06-25
Category : Business & Economics
ISBN : 9781136414671

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Consumer Tribes by Bernard Cova,Robert Kozinets,Avi Shankar Pdf

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.

Consumer Tribes

Bernard Cova,Robert Kozinets,Avi Shankar
Consumer Tribes Book PDF

Author : Bernard Cova,Robert Kozinets,Avi Shankar
Publisher : Routledge
Page : 349 pages
File Size : 52,9 Mb
Release : 2012-06-25
Category : Business & Economics
ISBN : 9781136414664

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Consumer Tribes by Bernard Cova,Robert Kozinets,Avi Shankar Pdf

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.

Consumer Tribes in Tourism

Christof Pforr,Ross Dowling,Michael Volgger
Consumer Tribes in Tourism Book PDF

Author : Christof Pforr,Ross Dowling,Michael Volgger
Publisher : Springer Nature
Page : 269 pages
File Size : 55,9 Mb
Release : 2020-11-18
Category : Business & Economics
ISBN : 9789811571503

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Consumer Tribes in Tourism by Christof Pforr,Ross Dowling,Michael Volgger Pdf

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.

User Generated Branding

Ulrike Arnhold
User Generated Branding Book PDF

Author : Ulrike Arnhold
Publisher : Springer Science & Business Media
Page : 451 pages
File Size : 51,9 Mb
Release : 2010-11-22
Category : Business & Economics
ISBN : 9783834988577

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User Generated Branding by Ulrike Arnhold Pdf

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.

Tribal Marketing, Tribal Branding

Brendan Richardson
Tribal Marketing Tribal Branding Book PDF

Author : Brendan Richardson
Publisher : Springer
Page : 184 pages
File Size : 40,7 Mb
Release : 2013-07-30
Category : Business & Economics
ISBN : 9781137349101

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Tribal Marketing, Tribal Branding by Brendan Richardson Pdf

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.

The Time of the Tribes

Michel Maffesoli
The Time of the Tribes Book PDF

Author : Michel Maffesoli
Publisher : SAGE
Page : 196 pages
File Size : 55,6 Mb
Release : 1996-02-27
Category : Social Science
ISBN : 080398474X

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The Time of the Tribes by Michel Maffesoli Pdf

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'.

Living Tribes

Colin Prior
Living Tribes Book PDF

Author : Colin Prior
Publisher : Firefly Books
Page : 202 pages
File Size : 40,5 Mb
Release : 2003
Category : Indigenous peoples
ISBN : 9781552977460

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Living Tribes by Colin Prior Pdf

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

Handbook of Research on the Impact of Fandom in Society and Consumerism

Wang, Cheng Lu
Handbook of Research on the Impact of Fandom in Society and Consumerism Book PDF

Author : Wang, Cheng Lu
Publisher : IGI Global
Page : 605 pages
File Size : 49,5 Mb
Release : 2019-10-25
Category : Business & Economics
ISBN : 9781799810490

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Handbook of Research on the Impact of Fandom in Society and Consumerism by Wang, Cheng Lu Pdf

Fans of specific sports teams, television series, and video games, to name a few, often create subcultures in which to discuss and celebrate their loyalty and enthusiasm for a particular object or person. Due to their strong emotional attachments, members of these fandoms are often quick to voluntarily invest their time, money, and energy into a related product or brand, thereby creating a group of faithful and passionate consumers that play a significant role in multiple domains of contemporary culture. The Handbook of Research on the Impact of Fandom in Society and Consumerism is an essential reference source that examines the cultural and economic effects of the fandom phenomenon through a multidisciplinary lens and shapes an understanding of the impact of fandom on brand building. Featuring coverage on a wide range of topics such as religiosity, cosplay, and event marketing, this publication is ideally designed for marketers, managers, advertisers, brand managers, consumer behavior analysts, product developers, psychologists, entertainment managers, event coordinators, political scientists, anthropologists, academicians, researchers, and students seeking current studies on the global impact of this particularly devoted community.

Tribes

Seth Godin
Tribes Book PDF

Author : Seth Godin
Publisher : Penguin
Page : 164 pages
File Size : 54,9 Mb
Release : 2008-10-16
Category : Business & Economics
ISBN : 1591842336

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Tribes by Seth Godin Pdf

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.

The Twelve Tribes of Hattie (Oprah's Book Club 2.0 Digital Edition)

Ayana Mathis
The Twelve Tribes of Hattie Oprah s Book Club 2 0 Digital Edition Book PDF

Author : Ayana Mathis
Publisher : Vintage
Page : 256 pages
File Size : 41,7 Mb
Release : 2012-12-06
Category : Fiction
ISBN : 9780385350297

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The Twelve Tribes of Hattie (Oprah's Book Club 2.0 Digital Edition) by Ayana Mathis Pdf

The newest Oprah’s Book Club 2.0 selection: this special eBook edition of The Twelve Tribes of Hattie by Ayana Mathis features exclusive content, including Oprah’s personal notes highlighted within the text, and a reading group guide. The arrival of a major new voice in contemporary fiction. A debut of extraordinary distinction: Ayana Mathis tells the story of the children of the Great Migration through the trials of one unforgettable family. In 1923, fifteen-year-old Hattie Shepherd flees Georgia and settles in Philadelphia, hoping for a chance at a better life. Instead, she marries a man who will bring her nothing but disappointment and watches helplessly as her firstborn twins succumb to an illness a few pennies could have prevented. Hattie gives birth to nine more children whom she raises with grit and mettle and not an ounce of the tenderness they crave. She vows to prepare them for the calamitous difficulty they are sure to face in their later lives, to meet a world that will not love them, a world that will not be kind. Captured here in twelve luminous narrative threads, their lives tell the story of a mother’s monumental courage and the journey of a nation. Beautiful and devastating, Ayana Mathis’s The Twelve Tribes of Hattie is wondrous from first to last—glorious, harrowing, unexpectedly uplifting, and blazing with life. An emotionally transfixing page-turner, a searing portrait of striving in the face of insurmountable adversity, an indelible encounter with the resilience of the human spirit and the driving force of the American dream.

Commercial Communication in the Digital Age

Gabriele Siegert,M. Bjørn Rimscha,Stephanie Grubenmann
Commercial Communication in the Digital Age Book PDF

Author : Gabriele Siegert,M. Bjørn Rimscha,Stephanie Grubenmann
Publisher : Walter de Gruyter GmbH & Co KG
Page : 278 pages
File Size : 42,8 Mb
Release : 2017-04-10
Category : Social Science
ISBN : 9783110416794

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Commercial Communication in the Digital Age by Gabriele Siegert,M. Bjørn Rimscha,Stephanie Grubenmann Pdf

In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities topublish, get informed or communicate – to “co-create” –, and toreach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questionsand related issues.

Plant Tribe

Igor Josifovic,Judith De Graaff
Plant Tribe Book PDF

Author : Igor Josifovic,Judith De Graaff
Publisher : Abrams
Page : 698 pages
File Size : 49,6 Mb
Release : 2020-03-17
Category : Gardening
ISBN : 9781683358763

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Plant Tribe by Igor Josifovic,Judith De Graaff Pdf

The bestselling authors of Urban Jungle delve into the many ways that nurturing plants helps nurture the soul This new book by the authors of the bestselling Urban Jungle addresses the life-changing magic of living with and caring for plants. Aimed at a wider audience than typical houseplant books, each chapter combines easily digestible plant knowledge, style guidance via real home interiors, and inspiring advice for using plants to increase energy, creativity, and well-being and to attract love and prosperity. Also included: real-world @urbanjungleblog followers’ FAQs; a section on plants and pets; and plant care for the different stages of a houseplant’s life. The focus is on using plants to raise the positive energy of every room in the house and to live happily ever after with plants.

The Sociology of Consumption

Joel Stillerman
The Sociology of Consumption Book PDF

Author : Joel Stillerman
Publisher : John Wiley & Sons
Page : 224 pages
File Size : 45,5 Mb
Release : 2015-08-20
Category : Social Science
ISBN : 9780745696911

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The Sociology of Consumption by Joel Stillerman Pdf

The Sociology of Consumption: A Global Approach offers college students, scholars, and interested readers a state-of-the-art overview of consumption the desire for, purchase, use, display, exchange, and disposal of goods and services. The book’s global focus, emphasis on social inequality, and analysis of consumer citizenship offer a timely, exciting, and original approach to the topic. Looking beyond the U.S. and Europe, Stillerman engages examples from his and others’ research in Chile and other Latin American countries, Europe, the Middle East, Africa, and East and South Asia to explore the interaction between global and local forces in consumption. The text explores the lived experience of being a consumer, demonstrating how social inequalities based on class, gender, sexuality, race, and age shape consumer practices and identities. Finally, the book uncovers the important role consumption has played in fueling local and international activism. This welcome new book will be ideal for classes on consumer culture across the social sciences, humanities, and marketing.

Tribes and Empire on the Margins of Nineteenth-Century Iran

Arash Khazeni
Tribes and Empire on the Margins of Nineteenth Century Iran Book PDF

Author : Arash Khazeni
Publisher : University of Washington Press
Page : 304 pages
File Size : 53,7 Mb
Release : 2011-06-01
Category : History
ISBN : 9780295800752

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Tribes and Empire on the Margins of Nineteenth-Century Iran by Arash Khazeni Pdf

Tribes and Empire on the Margins of Nineteenth-Century Iran traces the history of the Bakhtiyari tribal confederacy of the Zagros Mountains through momentous times that saw the opening of their territory to the outside world. As the Qajar dynasty sought to integrate the peoples on its margins into the state, the British Empire made commercial inroads into the once inaccessible mountains on the frontier between Iran and Iraq. The distance between the state and the tribes was narrowed through imperial projects that included the building of a road through the mountains, the gathering of geographical and ethnographic information, and the exploration for oil, which culminated during the Iranian Constitutional Revolution. These modern projects assimilated autonomous pastoral nomadic tribes on the peripheries of Qajar Iran into a wider imperial territory and the world economy. Tribal subjects did not remain passive amidst these changes in environment and society, however, and projects of empire in the hinterlands of Iran were always mediated through encounters, accommodation, and engagement with the tribes. In contrast to the range of literature on the urban classes and political center in Qajar Iran, Arash Khazeni adopts a view from the Bakhtiyari tents on the periphery. Drawing upon Persian chronicles, tribal histories, and archival sources from London, Tehran, and Isfahan, this book opens new ground by approaching nineteenth-century Iran from its edge and placing the tribal periphery at the heart of a tale about empire and assimilation in the modern Middle East.

Encyclopedia of Native American Tribes

Carl Waldman
Encyclopedia of Native American Tribes Book PDF

Author : Carl Waldman
Publisher : Infobase Publishing
Page : 386 pages
File Size : 43,8 Mb
Release : 2014-05-14
Category : Indians of North America
ISBN : 9781438110103

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Encyclopedia of Native American Tribes by Carl Waldman Pdf

A comprehensive, illustrated encyclopedia which provides information on over 150 native tribes of North America, including prehistoric peoples.