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Tribal marketing The tribalisation of society and its impact on the conduct of marketing

Tribal marketing The tribalisation of society and its impact on the conduct of marketing This paper presents an alternative, "Latin" vision of our societies. Here the urgent societal issue is not to celebrate freedom from social constraints, but to re-establish communal embeddedness. The citizen of 2002 is less interested in the objects of consumption than in the social links and identities that come with them. This Latin view holds that people like to gather together in tribes and that such social, proximate communities are more affective and influential on people's behaviour than either marketing institutions or other "formal" cultural authorities. There is also an element of resistance and re-appropriation in the acts of being, gathering and experiencing together. This view of the shared experience of tribes sets it apart from both Northern notions of segmented markets and one-to-one relationships. In this Latin view, the effective marketing of 2002 and beyond is not to accept and exploit consumers in their contemporary individualisation, as Northern approaches might. Rather the future of marketing is in offering and supporting a renewed sense of community. Marketing becomes tribal marketing. In a marketing profession challenged by the Internet phenomenon, tribal marketing is by no means just another passing fad but a Trojan horse to induce companies to take on board the re-emergence of the quest for community. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Tribal marketing The tribalisation of society and its impact on the conduct of marketing

Bernard Cova; Véronique Cova
European Journal of Marketing , Volume 36 (5/6): 26 – Jun 1, 2002
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References (63)

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560210423023
Publisher site
See Article on Publisher Site

Abstract

This paper presents an alternative, "Latin" vision of our societies. Here the urgent societal issue is not to celebrate freedom from social constraints, but to re-establish communal embeddedness. The citizen of 2002 is less interested in the objects of consumption than in the social links and identities that come with them. This Latin view holds that people like to gather together in tribes and that such social, proximate communities are more affective and influential on people's behaviour than either marketing institutions or other "formal" cultural authorities. There is also an element of resistance and re-appropriation in the acts of being, gathering and experiencing together. This view of the shared experience of tribes sets it apart from both Northern notions of segmented markets and one-to-one relationships. In this Latin view, the effective marketing of 2002 and beyond is not to accept and exploit consumers in their contemporary individualisation, as Northern approaches might. Rather the future of marketing is in offering and supporting a renewed sense of community. Marketing becomes tribal marketing. In a marketing profession challenged by the Internet phenomenon, tribal marketing is by no means just another passing fad but a Trojan horse to induce companies to take on board the re-emergence of the quest for community.

Journal

European Journal of Marketing – Emerald Publishing

Published: Jun 1, 2002

Keywords: Postmodernism; Behavioural sciences; Consumer behaviour; Marketing

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