Une science
humaine?
ACHILLE WEINBERG
Vouloir comprendre les motivations des consom-
mateurs, décrire les segments de marché... N’est-ce pas
aussi une fagon de faire des sciences humaines ?
ONNAISSEZ- WHS le ma
keting tribal? Cest Part
de tisser des liens de
fiddlité entre une marque ct ses
clients en s'appuyant sur la
mobilisation de valeurs com:
rmunes et en créant chez les
consommateurs le sentiment
appartenir a un club privilé-
si. Exemple typique de ce lien
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