What Is Tribal Marketing, and Why Hasn't It Been More Widely Implemented?

Brendan Richardson
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Brendan Richardson: University College Cork

Chapter 2 in Tribal Marketing, Tribal Branding, 2013, pp 14-27 from Palgrave Macmillan

Abstract: Abstract To return to the question posed at the beginning of Chapter 1 – what is tribal marketing, and what makes it different from other, more conventional forms of consumer marketing? Tribal marketing seeks to establish what it is that holds meaning for consumers, and it seeks to support those things. It is about relationships, not coercion. It is about allowing people to post about your product or service on Facebook themselves, because they feel like it, not because they were solicited into e-granting permission for the brand to post as them.

Keywords: Team Leader; Hard Core; Online Store; Brand Personality; Brand Community (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-34910-1_2

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DOI: 10.1057/9781137349101_2

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