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.
Material type:
TextPublisher: London ; Philadelphia : Kogan Page, 2016Edition: 3rd editionDescription: 1 online resource (xxii, 290 pages) : illustrationsContent type: - text
- computer
- online resource
- 9780749477219
- 0749477210
- 0749477172
- 9780749477172
- 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
- 658.8/27 23
- HF5415.332.Y66 B47 2016eb
| Item type | Home library | Collection | Call number | Materials specified | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Electronic-Books
|
OPJGU Sonepat- Campus | E-Books EBSCO | Available |
Online resource; title from PDF title page (EBSCO, viewed March 31, 2016).
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.
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - Worldwide
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