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

Bernard Cova; Veronique Cova

doi:10.1108/03090560210423023

Journal Articles European Journal of Marketing Year : 2002

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

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Bernard Cova

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Veronique Cova

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Centre d'Études et de Recherche en Gestion d'Aix-Marseille

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Humanities and Social Sciences Business administration

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https://hal-amu.archives-ouvertes.fr/hal-01822665

Submitted on : Monday, June 25, 2018-1:37:07 PM

Last modification on : Thursday, July 14, 2022-4:07:44 AM

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hal-01822665 , version 1 (25-06-2018)

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HAL Id : hal-01822665 , version 1
DOI : 10.1108/03090560210423023

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Bernard Cova, Veronique Cova. Tribal marketing: The tribalisation of society and its impact on the conduct of marketing. European Journal of Marketing, 2002, 36 (5/6), pp.595 - 620. ⟨10.1108/03090560210423023⟩. ⟨hal-01822665⟩

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

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