Original paper
Tribal marketing
Abstract
This paper presents an alternative, “Latin” vision of our societies. Here the urgent societal issue is not to celebrate freedom from social constraints, but to re‐establish communal embeddedness. The citizen of 2002 is less interested in the objects of consumption than in the social links and identities that come with them. This Latin view holds that people like to gather together in tribes and that such social, proximate communities are more...
Paper Details
Title
Tribal marketing
Published Date
Jun 1, 2002
Volume
36
Issue
5/6
Pages
595 - 620
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Notes
History