Consumer Tribes

Name: Consumer Tribes
Author: Robert Kozinets

Robert Kozinets, Bernard Cova, Avi Shankar

Taylor & Francis Ltd

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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. This title offers an overview of the area that has been defined as 'cultures of consumption' - consumption microcultures, brand cultures, brand tribes, and brand communities.

Výběr knih autorů Robert Kozinets , Bernard Cova , Avi Shankar