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 or a group. This title offers an overview of the area that has been defined as 'cultures of consumption' - consumption microcultures, brand cultures, brand tribes, and brand communities.
| Autor: | Shankar, Ravi |
| Nakladatel: | Taylor & Francis Ltd |
| ISBN: | 9780750680240 |
| Rok vydání: | 2007 |
| Jazyk : | Angličtina |
| Vazba: | Paperback |
| Počet stran: | 360 |
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