Sonet Daniel Thomas, Krithika Vijayakumar, Levin John, Deepak Krishnan, Niyas Rehman, Amjesh Revikumar, Jalaluddin Akbar Kandel Codi, Thottethodi Subrahmanya Keshava Prasad, Vinodchandra S S, Rajesh Raju
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paper presents alternative latin vision societies urgent societal issue celebrate freedom social constraints reestablish communal embeddedness citizen 2002 less interested objects consumption social links identities come latin view holds people like gather together tribes social proximate communities affective influential peoples behaviour either marketing institutions formal cultural authorities also element resistance reappropriation acts gathering experiencing together view shared experience tribes sets apart northern notions segmented markets onetoone relationships latin view effective marketing 2002 beyond accept exploit consumers contemporary individualisation northern approaches might rather future marketing offering supporting renewed sense community marketing becomes tribal marketing marketing profession challenged internet phenomenon tribal marketing means another passing fad trojan horse induce companies take board reemergence quest community