adapted from my favorate author Bernard Cova

I am recommending Cova's paper on postmodern market here below.
4e3v,jb7r Kq[ Community and consumptionn]*uz WA7\+C+Q
Towards a definition of the ?¡ãlinkingLBx&qL l+s$Fx
value?¡À of product or services
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And deconsumption, at its structural level ¡§C and not at its transitory level, ahtqW&zb|
consequence of the rise in unemployment and in anxiety ¡§C could be linked to the
l Nz A2i-l!X&C4p search for the satisfaction of this desire for community which could take two
5m i:A8b(G%Q9N*a8TPS forms:
uV8B-kP(Zk (1) rejection of virtual satisfaction through the purchasing and above all the
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repeated purchasing of the ?¡ãnew?¡À which lost all its meaning with thex(t}K4~Dd"@
crumbling of the modern myth of progress;
y I/mVNyQ(f (2) seeking for direct satisfaction through emotion shared with others, not _W.M
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through consuming with them, but through being with them.
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Some elements for a tribal marketingJ iK$`We-k
In order to grasp the specificity of the Latin approaches in postmodernz,{]O3k p
marketing, it is necessary to return to the principle underlying postmodernT7] Kr7~sSh3Tm
tribalism: in products and services, the use value (functions and symbols at the
%zx7P1Jx;H_SV4l/I service of the individual as a means of distinction) is being sought as much as
s[2\ [u the linking value (link with the other or with others and means of tribal;R'A/p `#eOb
symbiosis). A product or a service would thus be able to play the societal role of
)@(f X*a9[{A*`a$c support of communities. It would be a support for co-presence, and effective copresence,-YP2?yS~]rIc
not of solitude in a lonely crowd! Again, we can use the postmodernKjoaBi
leitmotif: the link is more important than the thing (e.g. the thing is only theX:ZhMo`;i;oZwj+}7R
societal support of the link).
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