haku: @author Cova, B. / yhteensä: 27
viite: 5 / 27
| Tekijä: | Cova, B. Cova, V. |
| Otsikko: | Tribal marketing: the tribalisation of society and its impact on the conduct of marketing |
| Lehti: | European Journal of Marketing
2002 : VOL. 36:5-6, p. 595-620 |
| Asiasana: | CONSUMER BEHAVIOUR CULTURE MARKETING SOCIETY |
| Kieli: | eng |
| Tiivistelmä: | This paper presents an alternative, "Latin" vision of our societies. Here the urgent societal issue is not to celebrate freedom from social constraints, but to re-establish communal embeddedness. This Latin view holds that people like to gather together in tribes and that such social, proximate communities are more affective and influential on people's behaviour than either marketing institutions or other "formal" cultural authorities. |
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