Download or read book Brand Tribalism Theoretical Foundation and Practical Application written by Alisa Zayasenko and published by GRIN Verlag. This book was released on 2017-02-21 with total page 42 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, Munich Business School University of Applied Sciences, language: English, abstract: Brand tribalism is a sociological concept enrooted in the idea that today’s consumers look for products that offer more than just quality and functionality by uniting people with each other. This research paper explains this concept by exploring the theoretical foundations of the term as well as its application to the marketing practice. This work has two main objectives. The first is to provide solid theoretical information about the idea of brand tribalism including characteristics, structures and types of brand tribes. The second objective is to present how the concept of brand tribalism can be applied to the marketing management and how it affects customers. Furthermore, marketing activities of two companies present on the market will be researched in connection with the concept of brand tribalism.

Download or read book Consumer Tribes written by Avi Shankar and published by Routledge. This book was released on 2012-06-25 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Brand Storytelling in the Digital Age written by S M A Moin and published by Springer Nature. This book was released on 2020-10-26 with total page 113 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

Download or read book Tribal Leadership Revised Edition written by Dave Logan and published by Harper Collins. This book was released on 2012-01-03 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: It’s a fact of life: birds flock, fish school, people “tribe.” Malcolm Gladwell and other authors have written about how the fact that humans are genetically programmed to form “tribes” of 20-150 people has proven true throughout our species’ history. Every company in the word consists of an interconnected network of tribes (A tribe is defined as a group of between 20 and 150 people in which everyone knows everyone else, or at least knows of everyone else). In Tribal Leadership, Dave Logan, John King, and Halee Fischer-Wright show corporate leaders how to first assess their company’s tribal culture and then raise their companies’ tribes to unprecedented heights of success. In a rigorous eight-year study of approximately 24,000 people in over two dozen corporations, Logan, King, and Fischer-Wright discovered a common theme: the success of a company depends on its tribes, the strength of its tribes is determined by the tribal culture, and a thriving corporate culture can be established by an effective tribal leader. Tribal Leadership will show leaders how to employ their companies’ tribes to maximize productivity and profit: the author’s research, backed up with interviews ranging from Brian France (CEO of NASCAR) to “Dilbert” creator Scott Adams, shows that over three quarters of the organizations they’ve studied have tribal cultures that are adequate at best.

Download or read book Strategic Brand Management written by Richard H. Elliott and published by Oxford University Press, USA. This book was released on 2011-03-10 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Brand Management, Second Edition, adopts an innovative socio-cultural perspective that provides students with an understanding of the dynamics of the field and enables them to engage with the issues that lie within. At the same time, the text also integrates more traditional notions of the brand in terms of equity and positioning. The wide experience of the author team--from consulting with industry leaders to teaching demanding MBA and executive development courses--has resulted in a text full of exciting ideas that are firmly grounded in managerial implications and applications. Building on a solid theoretical foundation, the authors also apply theory to examples throughout, helping students to understand the practical applications of brand management. By using a wealth of new and up-to-date illustrative examples and case material--including coverage of high-tech innovation--they have created a text that is both cutting-edge in terms of theory and also accessible to students.

Download or read book Social Media Marketing written by Stephan Dahl and published by SAGE. This book was released on 2021-03-31 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Helping you make the connections between the theory and practice of social media marketing, this third edition of the popular text has been updated to include technological advances in practice such as AI and virtual marketing, alongside a brand-new chapter on the rise of influencer culture and marketing. Examples and case studies throughout help you to contextualise the text through popular brands and platforms such as Instagram, Dunkin Donuts, Amazon and also political marketing for social movements such as Extinction Rebellion. This text is essential reading for all marketing students, researchers and practitioners today.

Download or read book Tribal Marketing Tribal Branding written by Brendan Richardson and published by Springer. This book was released on 2013-07-30 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.

Download or read book The Time of the Tribes written by Michel Maffesoli and published by SAGE. This book was released on 1996-02-27 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this exciting book Michel Maffesoli argues that the conventional approaches to understanding solidarity and society are deeply flawed. He contends that mass culture has disintegrated and that today social existence is conducted through fragmented tribal groupings, organized around the catchwords, brand-names and sound-bites of consumer culture. The book provides a rich backcloth against which to consider the rise of `identity politics' and the `proliferation of lifestyle cultures'.

Download or read book Consumer Culture Theory written by Eric J. Arnould and published by SAGE Publications Limited. This book was released on 2023-08-19 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: *NOW FULLY UPDATED AND EXPANDED WITH SIX NEW CHAPTERS* Over the past forty years, Consumer Culture Theory (CCT) has emerged as a distinctive field of study that synthesizes diverse subjects such as anthropology, cultural studies, marketing, political theory and sociology to provide new insights into consumers’ relationships to the marketplace and the influence of commercial action on culture. This book, edited by leading scholars in CCT, contains contributions by many of its leading researchers, and distills this interdisciplinary field into a concise accessible overview for students and early career researchers. It describes the key themes, concepts and theoretical areas of CCT; explains why they are useful in understanding consumption and marketplace phenomena; and shows how they can be applied to a wide range of research contexts. Drawing on real-world scenarios, reflective tasks and international case studies to help aid theoretical understanding and critical thinking, the text is designed to support a course in CCT, supplement related study, and guide undergraduate and postgraduate students in writing a CCT-related dissertation/thesis. It is the go-to text for anyone who is curious about, new to CCT, or looking for an integrative compendium of CCT research and its implications. Eric J. Arnould is Emeritus Professor of Marketing at the Aalto University Business School, Finland. Craig J. Thompson is the Churchill-Bascom Professor of Marketing at the University of Wisconsin-Madison, USA. David Crockett is Professor of Marketing at the University of Illinois Chicago, USA. Michelle F. Weinberger is Associate Professor at the Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University, Illinois, USA.

Download or read book Academic Tribes and Territories written by Tony Becher and published by McGraw-Hill Education (UK). This book was released on 2001-10-16 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Acclaim for the first edition of Academic Tribes and Territories: '...Becher's insistence upon in-depth analysis of the extant literature while reporting his own sustained research doubled the thickness of the material to be covered...Academic Tribes and Territories is a superb addition to the literature on higher education...There is here an education to be had.' (Burton R. Clark, Higher Education) '...Becher's landmark work. The higher education community - both practitioners and educational researchers - need to assimilate and to heed the message of this important and insightful book.' (Alan E. Bayer, Journal of Higher Education) 'a bold approach to a theory of academic relations...The result is a debt to him {Becher} for all students of higher education.' (The Times Educational Supplement) 'a classic in its field...The book is readily accessible to any member of the academic profession, but it also adds significantly to a specialist understanding of the internal life of higher education institutions in Britain and North America. I confidently predict that it will appear prominently on citation indices for many years.' (Gareth Williams, Studies in Higher Education) How do academics perceive themselves and colleagues in their own disciplines, and how do they rate those in other subjects? How closely related are their intellectual tasks and their ways of organizing their professional lives? What are the interconnections between academic cultures and the nature of disciplines? Academic Tribes and Territories maps academic knowledge and explores the diverse characteristics of those who inhabit and cultivate it. This second edition provides a thorough update to Tony Becher's classic text, first published in 1989, and incorporates research findings and new theoretical perspectives. Fundamental changes in the nature of higher education and in the academic's role are reviewed and their significance for academic cultures is assessed. This edition moves beyond the first edition's focus on elite universities and the research role to examine academic cultures in lower status institutions internationally and to place a new emphasis on issues of gender and ethnicity. This second edition successfully renews a classic in the field of higher education.

Download or read book Globalism Nationalism Tribalism written by Paul James and published by Pine Forge Press. This book was released on 2006-04-20 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: `Paul James has written a magnificent account of the world′s current condition, one that highlights the complexities and contradictions with which people, communities, and nations must contend and that does so in a compelling and creative style. Stressing the interaction between global and local forces, his writing style is lively and compelling as well as peppered with a wide range of citations, from Woman′s Day to the Cambodian Daily (on the same page!)′ - James N Rosenau, University Professor of International Affairs, The George Washington University Globalism, Nationalism, Tribalism establishes a new basis for understanding the changing nature of polity and community and offers unprecedented attention to these dominant trends. Paul James charts the contradictions and tensions we all encounter in an era of increasing globalization, from genocide and terrorism to television and finance capital. Globalism is treated as an uneven and layered process of spatial expansion, not simply one of disorder, fragmentation or rupture. Nor is it simply a force of homogenization. Nationalism is taken seriously as a continuing and important formation of contemporary identity and politics. James rewrites the modernism theories of the nation-state without devolving into the postmodernist assertion that all is invention or surface gloss. Tribalism is given the attention it has long warranted and is analyzed as a continuing and changing formation of social life, from the villages of Rwanda to the cities of the West. Theoretically adept and powerfully argued, this is the first comprehensive analysis that brings these crucial themes of contemporary life together.

Download or read book Tribal Theory in Native American Literature written by Penelope Myrtle Kelsey and published by U of Nebraska Press. This book was released on 2008-01-01 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scholars and readers continue to wrestle with how best to understand and appreciate the wealth of oral and written literatures created by the Native communities of North America. Are critical frameworks developed by non-Natives applicable across cultures, or do they reinforce colonialist power and perspectives? Is it appropriate and useful to downplay tribal differences and instead generalize about Native writing and storytelling as a whole? ø Focusing on Dakota writers and storytellers, Seneca critic Penelope Myrtle Kelsey offers a penetrating assessment of theory and interpretation in indigenous literary criticism in the twenty-first century. Tribal Theory in Native American Literature delineates a method for formulating a Native-centered theory or, more specifically, a use of tribal languages and their concomitant knowledges to derive a worldview or an equivalent to Western theory that is emic to indigenous worldviews. These theoretical frameworks can then be deployed to create insightful readings of Native American texts. Kelsey demonstrates this approach with a fresh look at early Dakota writers, including Marie McLaughlin, Charles Eastman, and Zitkala-?a and later storytellers such as Elizabeth Cook-Lynn, Ella Deloria, and Philip Red Eagle. ø This book raises the provocative issue of how Native languages and knowledges were historically excluded from the study of Native American literature and how their encoding in early Native American texts destabilized colonial processes. Cogently argued and well researched, Tribal Theory in Native American Literature sets an agenda for indigenous literary criticism and invites scholars to confront the worlds behind the literatures that they analyze.

Download or read book Marketing Research Kit For Dummies written by Michael Hyman and published by John Wiley & Sons. This book was released on 2010-03-05 with total page 651 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tools you need to identify, obtain, record, and analyze data Sure, access to data is faster and easier to obtain than ever before, but how do you cut through the clutter of information to find what's most useful and organize it to suit your purposes? Marketing Research Kit For Dummies supplies a brimming box of tools that help you mine mountains of data, find the sources you need, and focus your marketing plan. Whether you're an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource and companion CD provide you with hands-on tools you need to identify, obtain, record, and analyze secondary, data-electronic and print-for developing or revising a marketing plan, launching a new product or service, or implementing long-term strategic planning. It also offers clear, in-depth instructions and customizable forms for conducting your own primary research. Includes complete instructions for writing a research plan, conducting depth interviews, and focus groups Fully explains the process of sampling, analyzing data, and reporting results Features tips on developing questionnaires for face-to-face, Internet, and postal surveys Helps you keep an eye on your competition and analyze their results When money is tight and everything is on the line, you need to make sure you've done your homework. You need Marketing Research Kit For Dummies. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Download or read book Social Science Research written by Anol Bhattacherjee and published by CreateSpace. This book was released on 2012-04-01 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is designed to introduce doctoral and graduate students to the process of conducting scientific research in the social sciences, business, education, public health, and related disciplines. It is a one-stop, comprehensive, and compact source for foundational concepts in behavioral research, and can serve as a stand-alone text or as a supplement to research readings in any doctoral seminar or research methods class. This book is currently used as a research text at universities on six continents and will shortly be available in nine different languages.

Download or read book Social Media in the Marketing Context written by Cherniece J. Plume and published by Chandos Publishing. This book was released on 2016-09-30 with total page 182 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media

Download or read book The SAGE Handbook of Consumer Culture written by Olga Kravets and published by SAGE. This book was released on 2017-06-24 with total page 766 pages. Available in PDF, EPUB and Kindle. Book excerpt: The question of consumption emerged as a major focus of research and scholarship in the 1990s but the breadth and diversity of consumer culture has not been fully enough explored. The meanings of consumption, particularly in relation to lifestyle and identity, are of great importance to academic areas including business studies, sociology, cultural and media studies, psychology, geography and politics. The SAGE Handbook of Consumer Culture is a one-stop resource for scholars and students of consumption, where the key dimensions of consumer culture are critically discussed and articulated. The editors have organised contributions from a global and interdisciplinary team of scholars into six key sections: Part 1: Sociology of Consumption Part 2: Geographies of Consumer Culture Part 3: Consumer Culture Studies in Marketing Part 4: Consumer Culture in Media and Cultural Studies Part 5: Material Cultures of Consumption Part 6: The Politics of Consumer Culture

Download or read book The Encyclop dia Britannica written by James Louis Garvin and published by . This book was released on 1926 with total page 1222 pages. Available in PDF, EPUB and Kindle. Book excerpt: