Code: 06678569

Consumer Tribes

Name: Consumer Tribes
Brand: Taylor & Francis Ltd
SKU: 06678569
Price: 70.80 EUR
Availability: BackOrder

by Robert Kozinets

Language: English
Binding: Paperback
Number of pages: 360
Publisher: Taylor & Francis Ltd, 2007
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70.80 €

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Book 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.