Introduction to the special section: Tribal marketing after Covid

IF 3.4 4区管理学 Q2 BUSINESS

Marketing Theory Pub Date : 2023-01-30 DOI:10.1177/14705931231153119

Jack Coffin, B. Cova, Avi Shankar

引用次数: 1

Abstract

This article introduces the special section, “Tribal Marketing After Covid: Consuming Together in an Age of Social Distance.” The authors trace the history of tribal marketing theory up until the present, ‘post-Covid' era, outlining each wave and some trajectories for future research.

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专题介绍：新冠肺炎后的部落营销

本文介绍了“新冠疫情后的部落营销:社交距离时代的共同消费”这一专题。作者追溯了部落营销理论的历史，直到现在，“后covid”时代，概述了每一次浪潮和未来研究的一些轨迹。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Marketing Theory BUSINESS-

CiteScore

5.90

自引率

0.00%

发文量

期刊介绍： Marketing Theory provides a fully peer reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory. A growing number of researchers and management practitioners who believe that conventional marketing theory is often ill suited to the challenges of the modern business environment. The aim of Marketing Theory is to create a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory. The journal promotes an ethos that is explicitly theory driven; international in scope and vision; open, reflexive, imaginative and critical; and interdisciplinary.