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language: english
Publisher: TAYLOR & FRANCIS LTD, May of 2007 ‧
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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.

Consumer Tribes

by Robert Kozinets, Bernard (European School Of Management, Paris, France) Cova e Avi (University Of Bath, Uk) Shankar

Property Description
ISBN: 9780750680240
Publisher: TAYLOR & FRANCIS LTD
Release Date: May of 2007
Language: English
Dimensions: 155 x 231 x 32 mm
Cover: Softcover
Pages: 360
Format: Book
Categories: Books in English > Management > Management and Organization
Books in English > Others
EAN: 9780750680240