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DCU Business School


Public Lecture by 'Marketing Legend', Professor Rob Kozinets, to investigate Tribal Marketing

The Centre for Consumption Studies (CSS) at DCUBS cordially invites you to:
'Click to Connect: Online Communities and the Tribal Marketing Revolution'
A public lecture by CCS Visiting Professor Rob Kozinets

Robert V. Kozinets is a global expert on online communities and the way they inform consumer insight and impact marketing and brand strategy. He has extensive speaking and consulting experience with a range of Fortune 500 and mid-size companies and organizations, including American Express, Nissan, eBay, Merck, Campbell Soup, and Pepsico.

Professor Kozinets developed and continues to expand the technique of netnography or Internet anthropology for the marketing-related study of online communities, blogs, social networking sites, and virtual worlds. An anthropologist by training, he is Associate Professor of Marketing at York University’s Schulich School of Business.

Previously, he was a full-time faculty member at Northwestern’s Kellogg School of Management in Chicago, and the University of Wisconsin-Madison’s School of Business. His research on brand management, online communities and community marketing has been published in over 50 chapters, proceedings, and articles in some of the world’s top-tier marketing journals. His co-edited book Consumer Tribes was published in Summer 2007 by Elsevier Press.
Prof. Kozinets is currently writing a book about netnography, the approach of online anthropology, which will be published in Spring 2009. Brandthroposophy, his popular blog about branding, marketing, and technology, is available at

His opinions on branding and communities have also appeared in articles in the New York Times, the Chicago Tribune, Newsweek, the Financial Times, the CBS National News, in a recent documentary on the Discovery Channel, and throughout the international press. In 2006, Canadian Business magazine honored his return to Canada by calling him a “marketing legend.”

Date: Thursday, 30th October 2008
Time: 12:30pm – 1:30pm
Venue: Q303/4, DCU Business School, Dublin 9

Car parking will be available in the multi-storey car park located at the main entrance at Collins Avenue.
RSVP to Nichola O'Sullivan at