000			01700nam a22002537a 4500
003			ZW-GwMSU
005			20210510102649.0
008			210510b |||||||| |||| 00| 0 eng d
022			_a0965254X
040			_aMSU _cMSU _erda
100	1		_aCanniford, Robin. _eauthor
245	1	0	_aHow to manage consumer tribes. _ccreated by Robin Canniford.
264			_aAbingdon _bTaylor and Francis. _c2011
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of Strategic Marketing _vVolume 19, number 7,
520			_aThis 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		_aCommunity
650	4		_aConsumer tribes
650	4		_aBrand community
856			_uhttps://doi.org/10.1080/0965254X.2011.599496
942			_2lcc _cJA
999			_c157078 _d157078