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Author:

Bergh, Joeri van den, 1971- author.

Title:

How cool brands stay hot : branding to generation Y and Z / Joeri Van den Bergh and Mattias Behrer ; with a foreword by Patrick De Maeseneire.

Edition:

Third edition.

Publisher:

Kogan Page,

Copyright Date:

2016

Description:

xxii, 287 pages : illustrations ; 24 cm

Subject:

Young consumers.
Young adult consumers.
Generation Y.
Target marketing.
Product management.
Consumer behavior.
Kundenmanagement.
Markenpolitik.
Zielgruppe.
Consumer behavior.
Generation Y.
Product management.
Target marketing.
Young adult consumers.
Young consumers.

Other Authors:

Behrer, Mattias, author.
Maeseneire, Patrick de, writer of foreword.

Notes:

Includes bibliographical references (pages [242]-274) and index.

Contents:

Defining generation Y -- Developing a brand model for the new customer -- What cool means to brands -- The real thing : brand authenticity -- We all want unique brands -- Self identification with the brand -- Happiness : Gen Y's adoration for branded emotions -- Generation Z.

ISBN:

0749477172
9780749477172

OCLC:

(OCoLC)919564110

LCCN:

2016935538

Locations:

SOAX911 -- Simpson College - Dunn Library (Indianola)