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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 or a group. However an important new
perspective is now emerging that rejects the individualistic view
and focuses on the reality that human life is essentially social,
and that who we are is an inherently social phenomenon. It is the
tribus, the many little groups we belong to, that are fundamental
to our experience of life. Tribal Marketing shows that it is not
individual consumption of products that defines our lives but
rather that this activity actually facilitates meaningful social
relationships. The social 'links' (social relationships) are more
important than the things (brands etc.)
The aim of this book is therefore to offer a systematic overview of
the area that has been defined as "cultures of consumption"-
consumption microcultures, brand cultures, brand tribes, and brand
communities. It is though these that students of marketing and
marketing practitioners can begin to genuinely understand the real
drivers of consumer behaviour. It will be essential to everyone who
needs to understand the new paradigm in consumer research, brand
management and communications management.
* The first comprehensive text to capture the diversity of research
in the area and offer an authoritative and easily digestible
overview.
*Challenges accepted marketing theory such as segmentation and sets
the benchmark for contemporary thinking on topical issues.
* Internationally renowned team of editors and contributors.
Marketing and consumer research has traditionally conceptualized
consumers as individuals- who exercise choice in the marketplace as
individuals not as a class or a group. However an important new
perspective is now emerging that rejects the individualistic view
and focuses on the reality that human life is essentially social,
and that who we are is an inherently social phenomenon. It is the
tribus, the many little groups we belong to, that are fundamental
to our experience of life. Tribal Marketing shows that it is not
individual consumption of products that defines our lives but
rather that this activity actually facilitates meaningful social
relationships. The social 'links' (social relationships) are more
important than the things (brands etc.) The aim of this book is
therefore to offer a systematic overview of the area that has been
defined as "cultures of consumption"- consumption microcultures,
brand cultures, brand tribes, and brand communities. It is though
these that students of marketing and marketing practitioners can
begin to genuinely understand the real drivers of consumer
behaviour. It will be essential to everyone who needs to understand
the new paradigm in consumer research, brand management and
communications management.
Influencers and content creators have profoundly impacted business
and culture. This textbook combines cutting-edge conceptual and
critical thinking on the subject with practical advice to go above
and beyond what existing social media marketing textbooks offer.
Using examples from around the world, it examines the influencer
phenomenon from a variety of perspectives and also explains why
influencers are becoming indispensable to governments, platforms,
and brands. Key topics explored are: the influencer phenomenon as a
form of persuasion as a structural change in media as a culture
shift as a challenge to equality regulations impacting the
phenomenon ethical implications With useful features, readers will
gain a 360-degree view of one of the world′s most important new
media phenomena.
How is qualitative marketing and consumer research conducted today?
- What is rigorous research in this field? - What are the new,
cutting edge techniques? Written for students, scholars, and
marketing research practitioners, this book takes readers through
the basics to an advanced understanding of the latest developments
in qualitative marketing and consumer research. The book offers
readers a practical guide to planning, conducting, analyzing, and
presenting research using both time-tested and new methods, skills
and technologies. With hands-on exercises that researchers can
practice and apply, the book leads readers step-by-step through
developing qualitative researching skills, using illustrations
drawn from the best of recent and classic research. Whatever your
background, this book will help you become a better researcher and
help your research come alive for others.
Netnography is an adaptation of ethnography for the online world,
pioneered by Robert Kozinets, and is concerned with the study of
online cultures and communities as distinct social phenomena,
rather than isolated content. In this landmark third edition,
Netnography: The Essential Guide provides the theoretical and
methodological groundwork as well as the practical applications,
helping students both understand and do netnographic research
projects of their own. Packed with enhanced learning features
throughout, linking concepts to structured activities in a step by
step way, the book is also now accompanied by a striking new visual
design and further case studies, offering the essential student
resource to conducting online ethnographic research. Real world
examples provided demonstrate netnography in practice across the
social sciences, in media and cultural studies, anthropology,
education, nursing, travel and tourism, and others.
Netnography is an adaptation of ethnography for the online world,
pioneered by Robert Kozinets, and is concerned with the study of
online cultures and communities as distinct social phenomena,
rather than isolated content. In this landmark third edition,
Netnography: The Essential Guide provides the theoretical and
methodological groundwork as well as the practical applications,
helping students both understand and do netnographic research
projects of their own. Packed with enhanced learning features
throughout, linking concepts to structured activities in a step by
step way, the book is also now accompanied by a striking new visual
design and further case studies, offering the essential student
resource to conducting online ethnographic research. Real world
examples provided demonstrate netnography in practice across the
social sciences, in media and cultural studies, anthropology,
education, nursing, travel and tourism, and others.
Influencers and content creators have profoundly impacted business
and culture. This textbook combines cutting-edge conceptual and
critical thinking on the subject with practical advice to go above
and beyond what existing social media marketing textbooks offer.
Using examples from around the world, it examines the influencer
phenomenon from a variety of perspectives and also explains why
influencers are becoming indispensable to governments, platforms,
and brands. Key topics explored are: the influencer phenomenon as a
form of persuasion as a structural change in media as a culture
shift as a challenge to equality regulations impacting the
phenomenon ethical implications With useful features, readers will
gain a 360-degree view of one of the world′s most important new
media phenomena.
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