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Marketing Magazine (Auckland), August, 2004
Urban Tribes: Are Friends The New Family?By Ethan Watters, Bloomsbury Publishing, 2003Reviewed by Simon Young, md of Simon- YoungWriters It says something about the times in which we live that this book's subtitle is a question. This is not a book that purports to give solid answers; instead, it gives the author's best efforts to find out his own answers.Not exactly a marketing book, "Urban Tribes" is an entertaining sociological study (if there is such a thing).
But Watters' tribes are a marketer's paradise: young people with more disposable income and, just as significantly, more freedom of choice than any previous generation.Essentially this is the world of tv sitcom "Friends". Only real. What started as Watters wondering why he wasn't "getting on with life", settling...
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