Consumer Tribes

By Bernard Cova, Robert Kozinets, Avi Shankar

Book cover of Consumer Tribes

Book description

Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and…

When you buy books, we may earn a commission that helps keep our lights on (or join the rebellion as a member).

Why read it?

1 author picked Consumer Tribes as one of their favorite books. Why do they recommend it?

This book covers an often-overlooked aspect of finding a market and customers, users, or players for your game.

Tribes are the drivers of the traction you will need on social media and the impact your vision will have on your community. I love the case studies in this book, covering a global stage of BDSM through to the British Royal Family.

This book taught me the value of nurturing and caring for the diverse communities we serve.

If you love Consumer Tribes...

Ad

Book cover of Tap Dancing on Everest: A Young Doctor's Unlikely Adventure

Tap Dancing on Everest by Mimi Zieman,

Tap Dancing on Everest, part coming-of-age memoir, part true-survival adventure story, is about a young medical student, the daughter of a Holocaust survivor raised in N.Y.C., who battles self-doubt to serve as the doctor—and only woman—on a remote Everest climb in Tibet.

The team attempts a new route up…

Want books like Consumer Tribes?

Our community of 12,000+ authors has personally recommended 58 books like Consumer Tribes.

Browse books like Consumer Tribes

Book cover of Good Strategy Bad Strategy: The Difference and Why It Matters
Book cover of The Post-Truth Business: How to Rebuild Brand Authenticity in a Distrusting World
Book cover of Obliquity: Why Our Goals Are Best Achieved Indirectly

Share your top 3 reads of 2024!

And get a beautiful page showing off your 3 favorite reads.

1,893

readers submitted
so far, will you?

Ad

📚 If you like Consumer Tribes, you might also like...

Book cover of Eclipse Chasers

Eclipse Chasers by Nick Lomb,

Forthcoming eclipses coming up in Australia include that of 22 July 2028, which will cross Australia from the Northern Territory to Sydney, home of the internationally famous sights of the Harbour Bridge and the Opera House. Eclipse Chasers will act as a guidebook for both locals and international visitors, giving…

Book cover of Unlearning Silence: How to Speak Your Mind, Unleash Talent, and Live More Fully

Unlearning Silence by Elaine Lin Hering,

Unlearning Silence is paradigm-shifting book looking at the pervasive influence of silence and how we can begin to dismantle it at home and at work. 

Having a seat at the table doesn’t mean that your voice is actually welcome. Knowing something is wrong doesn't mean it's easy to speak up.…

5 book lists we think you will like!

Interested in consumer behaviour, marketing, and psychology?

Marketing 210 books
Psychology 1,987 books