adapted from my favorate author Bernard Cova

I am recommending Cova's paper on postmodern market here below.%t`B(j)Z!{p
Community and consumptionckY,x%u]*o
Towards a definition of the ?¡ãlinking
g[xb;V value?¡À of product or servicesM5^/L2fo JHm!I
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And deconsumption, at its structural level ¡§C and not at its transitory level, alDKEn ViJ.w
consequence of the rise in unemployment and in anxiety ¡§C could be linked to the
U0l|-w|&C'k;bzW search for the satisfaction of this desire for community which could take two
9Ur3FF+x}-^!AJ forms:
9L,cn*H} (1) rejection of virtual satisfaction through the purchasing and above all thegDH'J+wgrQ;Gj~1E
repeated purchasing of the ?¡ãnew?¡À which lost all its meaning with the]y0gV!F/r*ZD
crumbling of the modern myth of progress;kh?8lv6o$D wD
(2) seeking for direct satisfaction through emotion shared with others, not
hM8cT0i4],x)GH through consuming with them, but through being with them.
-L,j6?0U+v{3v|)|~ ...
l:bm;nx\7y Some elements for a tribal marketing
)i7a1M;ja In order to grasp the specificity of the Latin approaches in postmodern*e\0t6AQ
marketing, it is necessary to return to the principle underlying postmodernYM&GV k&~
tribalism: in products and services, the use value (functions and symbols at the
~8x)F-S"B#@-U service of the individual as a means of distinction) is being sought as much as
$u$V9V*J!qDh the linking value (link with the other or with others and means of tribalzoR#f!^Yd:Bj*XCz
symbiosis). A product or a service would thus be able to play the societal role of
T]}v w1g/F:c&o support of communities. It would be a support for co-presence, and effective copresence,
[9XeZ(Y.H+ZF_E not of solitude in a lonely crowd! Again, we can use the postmodernt,e#aDWY1W#bM
leitmotif: the link is more important than the thing (e.g. the thing is only the
Xw[*X:l societal support of the link).
:nM&rfK ...