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What Is Tribal Marketing, and Why Hasn't It Been More Widely Implemented?

In: Tribal Marketing, Tribal Branding

Author

Listed:
  • Brendan Richardson

    (University College Cork)

Abstract

To return to the question posed at the beginning of Chapter 1 – what is tribal marketing, and what makes it different from other, more conventional forms of consumer marketing? Tribal marketing seeks to establish what it is that holds meaning for consumers, and it seeks to support those things. It is about relationships, not coercion. It is about allowing people to post about your product or service on Facebook themselves, because they feel like it, not because they were solicited into e-granting permission for the brand to post as them.

Suggested Citation

  • Brendan Richardson, 2013. "What Is Tribal Marketing, and Why Hasn't It Been More Widely Implemented?," Palgrave Macmillan Books, in: Tribal Marketing, Tribal Branding, chapter 2, pages 14-27, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-34910-1_2
    DOI: 10.1057/9781137349101_2
    as

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