Consumer Tribes

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Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class

Consumer Tribes

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Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class

Consumer Tribes in Tourism

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This book adopts a collectivist perspective on special interest tourism consumption, bringing together research on ‘special interest tourism’ and ‘niche t

Tribes

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The New York Times, BusinessWeek, and Wall Street Journal Bestseller that redefined what it means to be a leader. Since it was first published almost a decade a

User Generated Branding

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From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a to