TY  - BOOK
AU  - Bergh,Joeri van den
AU  - Behrer,Mattias
AU  - Maeseneire,Patrick De
TI  - How cool brands stay hot: branding to Generation Y and Z 
SN  - 9780749477219
AV  - HF5415.332.Y66 B47 2016eb
U1  - 658.8/27 23
PY  - 2016///
CY  - London, Philadelphia
PB  - Kogan Page
KW  - Young consumers
KW  - Young adult consumers
KW  - Generation Y
KW  - Target marketing
KW  - Product management
KW  - Consumer behavior
KW  - Jeunes consommateurs
KW  - Jeunes adultes consommateurs
KW  - Génération Internet
KW  - Cibles (Marketing)
KW  - Produits commerciaux
KW  - Gestion
KW  - Consommateurs
KW  - Comportement
KW  - BUSINESS & ECONOMICS
KW  - Industrial Management
KW  - bisacsh
KW  - Management
KW  - Management Science
KW  - Organizational Behavior
KW  - fast
KW  - Electronic books
N1  - 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
UR  - https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1213957
ER  -