Editorial - VIRTUAL COMMUNAL MARKETING - E-tribalized Marketing?: The Strategic Implications of Virtual Communities of Consumption - There are specific and new strategies for marketing to virtual or online communities of consumers (electronic tribes), which have grown up with the Internet. Robert Kozinets, of Northwestern University, explains
|Year of publication:||
European management journal : publ. twice a year for the Scottish Business School. - Oxford [u.a.] : Pergamon, Elsevier Science, ISSN 0263-2373, ZDB-ID 8594971. - Vol. 17.1999, 3, p. 252-264
Kozinets, Robert, (2009)
Cova, Bernard, (2008)
Brand Networks as the Interplay of identities, selves, and turtles : commentary on "Interplay between intended brand identity and identities in a Nike related brand community : co-existing synergies and tensions in a nested system"
Kozinets, Robert V., (2017)
- More ...