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
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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)
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Kozinets, Robert V., (2017)
Kozinets, Robert V., (2015)
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