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Bergh, Joeri van den, 1971-

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. - 3rd edition. - 1 online resource (xxii, 290 pages) : illustrations

Includes bibliographical references and index.

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

ISBN: 9780749477219 (electronic bk.) 0749477210 (electronic bk.) 0749477172 9780749477172

Source: CL0500000731 Safari Books Online ABFD79B8-531D-46AA-BFAE-185472F5949A OverDrive, Inc. http://www.overdrive.com

Subjects--Topical Terms:
Young consumers.
Young adult consumers.
Generation Y.
Target marketing.
Product management.
Consumer behavior.
Jeunes consommateurs.
Jeunes adultes consommateurs.
Génération Internet.
Cibles (Marketing)
Produits commerciaux--Gestion.
Consommateurs--Comportement.
BUSINESS & ECONOMICS--Industrial Management.
BUSINESS & ECONOMICS--Management.
BUSINESS & ECONOMICS--Management Science.
BUSINESS & ECONOMICS--Organizational Behavior.
Consumer behavior.
Generation Y.
Product management.
Target marketing.
Young adult consumers.
Young consumers.

Index Terms--Genre/Form:
Electronic books.

LC Class. No.: HF5415.332.Y66 / B47 2016eb

Dewey Class. No.: 658.8/27