Tribal marketing
DESCRIPTION
A marketing approach which presents consumers with offerings that not only satisfy their specific needs for it, but also allows them to connect to others.
A marketing approach which presents consumers with offerings that not only satisfy their specific needs for it, but also allows them to connect to others.
KEY INSIGHTS
The tribal marketing approach focuses on the importance for consumers to link in to their surroundings and to a communal co-presence through the offerings they consume. It is represented through a micro-social group of individuals who share similar experiences and emotions and form links together in loosely interconnected communities (Cova and Cova 2002).
The tribal marketing approach focuses on the importance for consumers to link in to their surroundings and to a communal co-presence through the offerings they consume. It is represented through a micro-social group of individuals who share similar experiences and emotions and form links together in loosely interconnected communities (Cova and Cova 2002).
KEYWORDS Connecting, community
IMPLICATIONS
The tribal marketing approach is most suitable for specific products and services that can hold people together, strengthening community links and fostering a sense of tribal integration and belongingness (Muniz and O’Guinn 2001). (See brand community.) In adopting the approach, the marketer should then focus on the creation of a linking value rather than a use value particular only to such products and services. In a sense, the tribal marketing approach abandons certain traditional notions of marketing, as it emphasizes the importance of identifying shared experience of consumers in their tribal groupings and puts such knowledge at the center of the firm’s business model and marketing.
The tribal marketing approach is most suitable for specific products and services that can hold people together, strengthening community links and fostering a sense of tribal integration and belongingness (Muniz and O’Guinn 2001). (See brand community.) In adopting the approach, the marketer should then focus on the creation of a linking value rather than a use value particular only to such products and services. In a sense, the tribal marketing approach abandons certain traditional notions of marketing, as it emphasizes the importance of identifying shared experience of consumers in their tribal groupings and puts such knowledge at the center of the firm’s business model and marketing.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Cova, B. (1997). ‘Community and Consumption: Towards a Definition of the “Linking Value” of Product or Services,’ European Journal of Marketing, 31, 297–316.
Cova, B. (1997). ‘Community and Consumption: Towards a Definition of the “Linking Value” of Product or Services,’ European Journal of Marketing, 31, 297–316.
Marketing Research
Cova, B., and Cova, V. (2001). ‘Tribal Aspects of Postmodern Consumption Research: The Case of French In-line Roller Skaters,’ Journal of Consumer Behavior, 1(1), 67–76.
Cova, B., and Cova, V. (2001). ‘Tribal Aspects of Postmodern Consumption Research: The Case of French In-line Roller Skaters,’ Journal of Consumer Behavior, 1(1), 67–76.
BIBLIOGRAPHY
Cova, B., and Cova, V. (2002). ‘Tribal Marketing: The Tribalisation of Society and Its Impact on the Conduct of Marketing,’ European Journal of Marketing, 36(5/6), 595–620.
Cova, B., and Cova, V. (2002). ‘Tribal Marketing: The Tribalisation of Society and Its Impact on the Conduct of Marketing,’ European Journal of Marketing, 36(5/6), 595–620.
Muniz, A. M., and O’Guinn, T. C. (2001), ‘Brand Community,’ Journal of Consumer Research, 27(4), March, 412–32.