Research Paper Services Marketing
Contents Page • Ulster business school submission statement • Cover Page • Submission letter • Abstract
1. Introduction
2. The Marketing Environment examined
3.0 The French Premiere of” Plus ca change, plus c’est la meme chose”
4.0 The super galactic cruise “back to the future”: A visit to Cova and Cova and their tribal theories as a new marketing paradigm?
5.0 Brands that have stood the test of time
6.0 Brand Longevity as an equity
7.0 Grand Finale- Evaluation and conclusions on “Can tribal marketing create and sustain brand longevity?”
• Appendices Section • References Section
Tribal Marketing: The magic of time travel?
Michaela McAteer, University of Ulster, Jordanstown, Northern Ireland
Ulster Business School
Abstract Purpose – This paper aims to explore how tribal marketing supports brand longevity, through examples of brands which have stood the test of time. Design, methodology, approach –Firstly looking at how certain aspects of (Relationship) marketing has revolutionized (Tribal marketing). Cova and Cova argue their post modern Latin view that people like to gather together in tribes, and that such social, proximate communities will be more affective and also importantly influential on marketing behavior. Cova and Cova also further this argument in explaining that the future of marketing lies in the offering and support of a renewed sense of communal embeddedness. Findings –Tribal marketing and how it supports longevity of brands via brands that have stood the test of time with case examples of (Walt Disney, Apple, Harley Davidson and Coca Cola). Research limitations/implications – Insufficient current research or reports on how tribal marketing is an imperative part of marketing in postmodern marketing views, more research should be conducted as the studies of tribal marketing stand as
1. Introduction
2. The Marketing Environment examined
3.0 The French Premiere of” Plus ca change, plus c’est la meme chose”
4.0 The super galactic cruise “back to the future”: A visit to Cova and Cova and their tribal theories as a new marketing paradigm?
5.0 Brands that have stood the test of time
6.0 Brand Longevity as an equity
7.0 Grand Finale- Evaluation and conclusions on “Can tribal marketing create and sustain brand longevity?”
• Appendices Section • References Section
Tribal Marketing: The magic of time travel?
Michaela McAteer, University of Ulster, Jordanstown, Northern Ireland
Ulster Business School
Abstract Purpose – This paper aims to explore how tribal marketing supports brand longevity, through examples of brands which have stood the test of time. Design, methodology, approach –Firstly looking at how certain aspects of (Relationship) marketing has revolutionized (Tribal marketing). Cova and Cova argue their post modern Latin view that people like to gather together in tribes, and that such social, proximate communities will be more affective and also importantly influential on marketing behavior. Cova and Cova also further this argument in explaining that the future of marketing lies in the offering and support of a renewed sense of communal embeddedness. Findings –Tribal marketing and how it supports longevity of brands via brands that have stood the test of time with case examples of (Walt Disney, Apple, Harley Davidson and Coca Cola). Research limitations/implications – Insufficient current research or reports on how tribal marketing is an imperative part of marketing in postmodern marketing views, more research should be conducted as the studies of tribal marketing stand as
References: As a result of all the above Cova and Cova (2002) provide a postmodern Latin school of thought. Cova and Cova (2002) determine and envisage the future of marketing as a renewed sense of community and refer to it as “tribe”. The consumer can adopt four roles within each of these brands taken from (please see appendices) Cova and Cova (2002) , they are, Member (institutions, associations)