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Repérer et soutenir des tribus de consommateurs ?

Author

Listed:
  • Bernard Cova

    (EM - EMLyon Business School, ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

  • Marco Roncaglio

    (UNITO - Università degli studi di Torino = University of Turin)

Abstract

Les tribus sont devenues depuis peu un objet d'étude du comportement du consommateur et une alternative de ciblage de l'action marketing. Cet article fait le point sur les développements d'un marketing dit tribal tant au niveau des méthodes de repérage des tribus que des approches de structuration d'une offre de lien à même de supporter les rituels tribaux et de capitaliser, au niveau de l'image de marque, sur ces phénomènes tribaux.

Suggested Citation

  • Bernard Cova & Marco Roncaglio, 1999. "Repérer et soutenir des tribus de consommateurs ?," Post-Print halshs-02925783, HAL.
    • Handle: RePEc:hal:journl:halshs-02925783
    DOI: 10.7193/DM.016.07.15
    as

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