Klaipėdos universitetas

In contemporary society the new organizational forms take pace, which enable individuums to form some kind of common identities by reaching consumers communities. Consumerism is the main feature of such communities, which may be called as certain “tribes” with their values and they develop as capitalist system deepens and widens. Postmodernism creates such cultural environment, which forms “tribal marketing” phenomena as mobilizing different groups for the more developed, clearly defined and specific consumption. The authors in the article seek to reveal the impact of postmodernist consumerism to the formation of “tribal marketing” and the development of this phenomena vice/versa.