Search Images Maps Play YouTube News Gmail Drive More »
My library | Help | Advanced Book Search | Web History | Sign in

Books

Consumer Tribes

Front Cover
Bernard Cova, Robert V. Kozinets, Avi Shankar
5 Reviews
Elsevier/Butterworth-Heinemann, 2007 - Business & Economics - 339 pages
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.

* The first comprehensive text to capture the diversity of research in the area and offer an authoritative and easily digestible overview.
*Challenges accepted marketing theory such as segmentation and sets the benchmark for contemporary thinking on topical issues.
* Internationally renowned team of editors and contributors.

What people are saying - Write a review

User Review - Flag as inappropriate

This is project for B.C

Review: Consumer Tribes

User Review  - Neil Lachapelle - Goodreads

Going through this book cover to cover was really rewarding. While the introductory material dealt with tribal marketing in general, the book is mostly comprised of studies of particular consumer ... Read full review

All 5 reviews »

Related books

Brand hijack: marketing without marketing
Brand hijack: marketing without marketing
Alex Wipperfürth
Snippet view - 2005
Tribes: We Need You to Lead Us
Tribes: We Need You to Lead Us
Seth Godin
No preview available - 2008
The Cult TV Book
The Cult TV Book
Stacey Abbott
Limited preview - 2010
All related books »

Other editions - View all

Consumer Tribes
Consumer Tribes
Bernard Cova,Robert V. Kozinets,Avi Shankar
Limited preview - 2012
Consumer Tribes
Consumer Tribes
Bernard Cova,Robert V. Kozinets,Avi Shankar
Limited preview - 2007

References to this book

From other books

User Generated Branding: State of the Art of Research
User Generated Branding: State of the Art of Research
Christoph Burmann,Ulrike Arnhold
Limited preview - 2008

From Google Scholar

Co-creating Second Life
Samuel K Bonsu, Aron Darmody - 2008 - Journal of Macromarketing
The Wisdom of Consumer Crowds
Robert V Kozinets, Andrea Hemetsberger, Hope Jensen Schau - 2008 - Journal of Macromarketing
Chapter One Introduction: Shopping for Localness
Consumer Resistance, Coherent Inconsistencies, and New Consumption ...
Caroline Moraes, Isabelle Szmigin, Marylyn Carrigan
All Scholar search results »

References from web pages

marketingsherpa: Consumer Tribes by Bernard Cova; Robert V. Kozinets
If you're interested in learning more about the consumers' mentality and culture, 'Consumer Tribes' might satisfy your curiosity. It's a thorough overview ...
www.marketingsherpa.com/ bookcontest_detail.html?id=196

University of Bath - School of Management - About - Dr Avi Shankar
Consumer Tribes. Oxford: Elsevier Butterworth Heinemann. Saren, M., Maclaran, P., Goulding C., Elliott, R., Shankar A., & Catterall, M. (eds) 2007. ...
www.bath.ac.uk/ management/ faculty/ avi_shankar.html

Consumer Tribes
textbooksrus.com Save 50-90% off New & Used Books and Textbooks. Absolute lowest prices! Free Shipping. Fast Delivery
www.textbooksrus.com/ search/ bookdetail/ ?isbn=9780750680240

Consumer Tribes - Argonautes : Consommation & Société
Bernard Cova, Robert V. Kozinets, Avi Shankar, 2007, Consumer Tribes, Elsevier BH. Un livre sur les tribus modernes depuis les fans de Star Trek, ...
www.argonautes.fr/ article.php?sid=40

Book review-Of elephants and organizations: The challenge of ...
with their edited treatise, Consumer Tribes. It is true. that the behaviors of consumers matter as ... approach in Consumer Tribes is to see tribes as part- ...
doi.wiley.com/ 10.1002/ joe.20197

Consumer Tribes, l’ultimo libro di Bernard Cova | digitalmarketinglab
consumer-tribes.jpg Dopo aver sentito nominare il libro nella video intervista riportata qui sotto, ieri pomeriggio sono passato alla Hoepli, ...
www.digitalmarketinglab.it/ dm/ consumer-tribes-lultimo-libro-di-bernard-cova/

Brandthroposophy » Technology
If you are interested in writing a blog review of the Consumer Tribes book, let me know. ... The idea of Consumer Tribes has become a hot topic amongst both ...
kozinets.net/ archives/ category/ technology

Comments for The Customer Experience Labs
Jan wrote an interesting post today onhere’sa quick excerpt“Consumer Tribes” is a book edit by Bernard Cova, Robert V. Kozinets and Avi Shankar. ...
www.passionate-marketing.com/ ?feed=comments-rss2

Groupe HEC
«The War of the etribes: Online Conflicts and Communal Consumption» in Consumer Tribes: Theory, Practice, and Prospects, Cova, B., Kozinets, rv, ...
www.hec.fr/ hec/ fr/ professeurs_recherche/ p_liste/ p_bio.php?num=124

Dr Robin Canniford - School of Business and Economics, University ...
Canniford, R & Shankar, A. “Marketing the Savage” in Cova, B., Shankar, A. and Kozinets, R. (2007) Consumer Tribes: Theory, practice and Prospects, ...
www.sobe.ex.ac.uk/ staff/ profile.php?id=104

About the author (2007)

Bernard Cova is Professor of Marketing at Euromed Marseilles - School of Management, France and Visiting Professor at Università Bocconi, Milan, Italy. A pioneer in the Consumer Tribes field since the early nineties, his internationally-influential research has emphasized what he calls "the Latin approach" of tribal marketing. His work on this topic has been published in the International Journal of Research in Marketing, the European Journal of Marketing, Marketing Theory and the Journal of Business Research.

A member of many tribes, Robert V. Kozinets is Associate Professor of Marketing at York University's Schulich School of Business in Toronto, Canada. His tribal affiliations include consumer researchers, anthropologists, media scholars, Trekkers, Burners, coffee connoisseurs, modern primitives, Star Woids, X-Philes, greens, gamers, activists, technophiles, videophiles, technopagans, netnographers, and bloggers-and he has written about most of them in his research. That research has been published in journals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Retailing. His blog and much more detail is available on his website at www.kozinets.net.

Avi Shankar is a Senior Lecturer in Marketing and Consumer Research in one of the UK's premier schools of management at the University of Bath. His research applies social theory to the analysis of marketing and marketing related phenomenon, studies of tribal forms of consumption and most recently investigations into the management of pleasure in consumer culture. His work has been published in a variety of journals including: European Journal of Marketing; Consumption, Markets and Culture; Marketing Theory and the Journal of Marketing Management.

Bibliographic information

QR code for Consumer Tribes
TitleConsumer Tribes
EditorsBernard Cova, Robert V. Kozinets, Avi Shankar
Editionillustrated
PublisherElsevier/Butterworth-Heinemann, 2007
ISBN0750680245, 9780750680240
Length339 pages
Subjects › 

Business & Economics / Management
  
Export CitationBiBTeX EndNote RefMan