Alternatives marketing
Become aware of the return of the community and discover tribal marketing.
Author(s): Véronique Cova, Bernard Cova
Publisher: Dunod
Manageris opinion
Alternatives Marketing"" explains how current sociological trends can be turned into marketing opportunities, provided we do not stick to so-called universal marketing truths. In particular, the authors detail three promising alternative marketing strategies, i.e. tribal marketing, authenticity marketing, and proxy marketing.