Avi Shankar: 1 book

Book cover of Consumer Tribes
by Bernard Cova, Robert Kozinets, Avi Shankar
Language: English
Release Date: June 25, 2012

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...
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