How Cool Brands Stay Hot  -  Joeri Van den Bergh

branding to generation Y

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KORTE INHOUD

Generation Y are the most marketing-savvy and advertising-critical generation ever. Three times the size of Generation X, they have a much bigger impact on society and business. In How Cool Brands Stay Hot, Joeri Van den Bergh and Mattias Behrer address what drives Generation Y as consumers and how marketers can develop the right brand strategies to reach this generation of 16-33 year olds.

The authors' insights on what drives the consumer preferences of this new "Dot-com" generation are based on interviews ...
2011 Taal: Engels zie alle details...

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2011 Uitgever: Kogan Page 249 paginas Taal: Engels ISBN-10: 0749462507 ISBN-13: 9780749462505