Alternatives marketing
Become aware of the return of the community and discover tribal marketing.
Auteur(s) : Véronique Cova, Bernard Cova
Éditeur : Dunod
L'avis de manageris
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.