MARC details
| 000 -LEADER |
|---|
| fixed length control field |
01700nam a22002537a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
ZW-GwMSU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20210510102649.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
210510b |||||||| |||| 00| 0 eng d |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER |
|---|
| International Standard Serial Number |
0965254X |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MSU |
| Transcribing agency |
MSU |
| Description conventions |
rda |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Canniford, Robin. |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
How to manage consumer tribes. |
| Statement of responsibility, etc. |
created by Robin Canniford. |
| 264 ## - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Abingdon |
| Name of producer, publisher, distributor, manufacturer |
Taylor and Francis. |
| Date of production, publication, distribution, manufacture, or copyright notice |
2011 |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| Content type code |
txt |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| Media type code |
n |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type term |
volume |
| Carrier type code |
nc |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE |
|---|
| Title |
Journal of Strategic Marketing |
| Volume/sequential designation |
Volume 19, number 7, |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
This paper reviews concepts of marketplace community, and considers the strategic opportunities and challenges communities present to marketers. Current attempts to operationalise consumer tribes by marketing consultants appear to conflate consumer tribes with brand communities. Alternative guidelines to foster specifically tribal approaches are considered. In particular, managers are advised to facilitate tribal consumers' roles beyond purchase, by offering points of passage and hybrid community platforms within ‘seed networks’. These are fluid and interdependent networks of people, places, brands, objects, discourses, myths and feelings where consumers assemble playful, passionate, and entrepreneurial community around the linking value of multiple products and services. This approach is applied to the board-sport tribes that are facilitated by the action sports brand Volcom. Future research directions are considered. |
| 650 4# - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Community |
| 650 4# - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Consumer tribes |
| 650 4# - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Brand community |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://doi.org/10.1080/0965254X.2011.599496 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Journal Article |