ABSTRACT
Tribal members are never alone because they belong, physically or digitally, to a vast and informal emotional community. Tribal marketing can target all the members of the tribe at once or focus on a cross-section with a view to reaching the whole tribe. Consumer tribes are increasingly capable of collective action and prepared to interact in a way that is more and more entrepreneurial, sometimes to the exclusion of the marketer. Tribes are about to become collective actors in the marketplace, much in the same way as companies already are. A tribe’s marketing competencies will soon rival a company’s marketing competencies. A variety of methods, based on behavioral characteristics, lifestyle, or demographics, are used to transform a disaggregated market into a segmented market. The company then chooses which segments it wishes to target based on its resource capability, segment attractiveness, and competitive positioning.
