Tribal Marketing

Consumer Tribes are all the rage. Across the landscape of global business and throughout the Internet, the impassioned power of Consumer Tribes is being recognized and channeled into new forms of promotion and new businesses. Whether you are a consumer researcher, a sociologist, a marketer, a cultural trend spotter, or just an interested observer, you will benefit from understanding the intricacies of todays communal consumer culture. A powerful resource, Consumer Tribes presents cutting edge research that informs while it inspires. You hold in your hands the first book to carefully examine this global phenomenon, with chapters that: Draw together contributions from scholars from around the world; Offer a new a new theoretical synthesis by the editors and a chapter written by the founding father of tribal social theory, Michel Maffesoli; Describe and analyze a range of consumer tribes from Star Trek and Harry Potter fans, Italian metrosexuals, female Harley bikers, surfers, Goths and Hummer owners. Sparked by technology and led by global consumer cultures dominance, 21st century consumption has been radically transformed. The barrier between producers and consumers has fallen. What does this mean for society and culture and how should businesses respond to the challenges and opportunities posed by their most loyal consumers?Cova, Bernard is the author of 'Tribal Marketing ', published 2007 under ISBN 9780750680240 and ISBN 0750680245.