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I wrote a paper about the concept of Tribal Marketing in 1994 in response to an Economist advertisement seeking entrants for a new topic in marketing to be presented to the Quest AGM held in Florida that year. Mine was the only foreign paper to be accepted - along with one other from New York.
Tribal marketing is now a common topic but none of the papers on the web seem to acknowledge the original source.
Here it is.
Quest is a club of the marketing directors of top companies on the Fortune 500 list.
So it seems that many of them took to the idea.
The pdf version has a larger typeface but the word version on the web page is easier to cut and paste etc.
Review: Consumer TribesUser Review - Neil Lachapelle - Goodreads
Going through this book cover to cover was really rewarding. While the introductory material dealt with tribal marketing in general, the book is mostly comprised of studies of particular consumer ... Read full review
Review: Consumer TribesUser Review - Ruth - Goodreads
Some interesting essays. Going off to join the Harry Potter tribe... Read full review
Review: Consumer TribesUser Review - Simone Smith - Goodreads
Consumer Tribes is an excellent read for any current or aspiring trend spotter because it offers a very thorough discussion of the power these groups can have over companies, politics, communities ... Read full review