Understanding Tribal Dynamics: Beginning to Engage with the Art of Ethno-Marketing

Brendan Richardson
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Brendan Richardson: University College Cork

Chapter 4 in Tribal Marketing, Tribal Branding, 2013, pp 54-73 from Palgrave Macmillan

Abstract: Abstract This chapter introduces the ethno-marketing phase of tribal branding in more detail. It explains the need to understand the tribe on their terms. It outlines in broad rather than specific detail how ethnographic techniques can be used to gain an understanding of tribal rituals and tribal values. It also takes a preliminary look at a limited number of case studies which show the benefits to be derived from cultivating such an understanding, including a review of some cases documented in the existing literature on Tribal Marketing.

Keywords: Online Community; Participant Observation; Wide Social Movement; Brand Community; Star Trek (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_4

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DOI: 10.1057/9781137349101_4

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