Tribal Marketing

The Postmodern era has broadened our horizon on how social consumption helps consumers create a self identity and sense of liberation. Tribal marketing further takes into account these understanding in helping marketers create a marketing strategy that attempts to build social communities that are centered on a product or service.The book focuses on the consumer of postmodern era who is constantly searching for ¿Linkage Value¿. These tribes are not just held together by a sense of being in a community instead their binding force is the shared emotion and passion that linking value of a product or service holds. This book is a first of its kind and is focused on studying Tribal behaviors and inclinations among the car racing enthusiasts in Pakistani perspective.