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1-2 of 2 results for Author: bernard cova (sorted by Publication Date, showing all)
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Consumer Tribes
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...
Published May 20th 2007 by Routledge
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Consuming Experience
This book covers the ‘hot topic’ of the experiential consumption in an accessible manner and from a unique industry perspective which is not used in any other book. It highlights the idea that an experience is not something that can be readily managed by firms and is not limited to the...
Published December 6th 2006 by Routledge
