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Coffin, Jack; Cova, Bernard; Shankar, Avi
Marketing theory, 06/2023, Letnik: 23, Številka: 2Journal Article
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.
