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Introductory chapter
Section 1 Theory
Section 2 (Sub)Cultures of consumption
Section 3 Brand communities
Section 4 Neo-tribal consumption
Bernard Cova is Professor of Marketing at Euromed Marseilles,
School of Management, France and Visiting Professor at Università
Bocconi, Milan, Italy. Ever since his first papers in the early
1990s, he has taken part in post-modern trends in consumer research
and marketing, while emphasizing a Latin approach (e.g. Tribal
marketing). He has published on this topic in the International
Journal of Research in Marketing, European Journal of Marketing,
Marketing Theory and the Journal of Business Research. He is also
known as a researcher in B2B marketing, especially in the field of
project marketing.
A member of many tribes, Robert V. Kozinets is an Associate
Professor of Marketing at York University’s Schulich School of
Business in Toronto, Canada. His tribal affiliations include
anthropology, film, Star Trek, Star Wars and X-Files fan, coffee
connoisseur, Burning Man phreak, online and offline videogame,
consumer activist, technophile, blog and venomous virtual community
member – and he has managed to quench his own interest in all of
them by turning them into stultifyingly ordinary research. Some of
this tribally tinged twaddle can be found hidden in the rearmost
pages of the Journal of Marketing, the Journal of Consumer
Research, the Journal of Marketing Research, the Journal of
Contemporary Ethnography, Consumption, Markets, & Culture and the
Journal of Retailing. He developed and continues to seek brave
souls to join him in developing the highly flammable techniques of
netnography and videography, to tipping sacred cows in fields, and
to saving our planet before it is too late.
Avi Shankar is a Senior Lecturer in Marketing and Consumer
Research, in the School of Management at the University of Bath,
England. He has eclectic research interests that can be broadly
subsumed within three categories: critical analyses of contemporary
consumer culture; consumer identity projects; and tribal
consumption. Whilst the holy grail of the Journal of Consumer
Research has thus far eluded him, he lives in hope. Meanwhile his
ramblings can be found in, amongst others, the European Journal of
Marketing, Consumption, Markets and Culture, Marketing Theory and
the Journal of Marketing Management. When not writing these
articles that no one seems to read, he is fully occupied with
keeping his own tribe in order and has a keen interest in the
production and consumption of vegetables and herbs, foraging for
wild food in the valleys surrounding his riverside cottage and
cooking the results of his exploits.
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