Consumer Tribes

by Bernard Cova (Author), Bernard Cova (Author)

New
Paperback
2007
$51.24

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.

Synopsis

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.

$51.24

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More Information

Format: Paperback
Pages: 360
Edition: 1
Publisher: Routledge
Published: 21 May 2007
ISBN 10: 0750680245
ISBN 13: 9780750680240

Consumer Tribes

New

$51.24

Synopsis

$51.24

More Information