000			01552nam a2200253Ia 4500
003			ASM
005			20241206153836.0
008			241203s9999 xx 000 0 und d
010			_a2010036704
020			_a9780749462505
020			_qHardback
040			_cASM
050			_a
100			_aJoeri Van den Bergh _eAuthor
110			_aJoeri Van den Bergh
245		0	_aHow Cool Brands Stay Hot _bBranding to Generation Y _cJoeri Van den Bergh
260			_aUnited States of America _bKogan Page Limited _c2011
300			_a249 pages _b"Images, Illustrations, Bars, Graphs, Tables" _c24 cm
520			_a"While the first two editions of How Cool Brands Stay Hot focused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z. Using new market research to map and quantify the spending power of Generation Z, branding experts Joeri Van den Bergh and Mattias Behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them. The book reveals how Millennials think, feel, and behave, and discusses how recent developments such as the recession, mobile marketing, and purchasing, and the adaptation and evolution of social media, have impacted Generation Y. All the chapters offer new case studies and interviews, from companies such as H&M, Forever 21, and Converse, as well as updated facts, figures, and research."
546			_aEnglish
650			_aMarketing. Distribution of products
700			_aMattias Behrer _eAuthors
942			_cBooks
999			_c5283 _d5283