Consumer Tribes
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.
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Produktdetails
Weitere Autoren: Kozinets, Robert / Shankar, Avi
- ISBN: 978-0-7506-8024-0
- EAN: 9780750680240
- Produktnummer: 20570428
- Verlag: Taylor and Francis
- Sprache: Englisch
- Erscheinungsjahr: 2007
- Seitenangabe: 360 S.
- Masse: H23.4 cm x B15.6 cm 550 g
- Abbildungen: Farb., s/w. Abb.
- Gewicht: 550
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