How Cool Brands Stay Hot: Branding to Generation Y

Generation Y (16-32 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business.
ISBN: 9780749468040
Author: Joeri Van Den Bergh, Mattias Behrer
Page: 267
Binding: Soft cover
Publication date: 2013
Format: Book
Publisher: KOGAN PAGE
Language: English

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Price: 6 250 Ft

Stock: 1-10 copies

Description

But what drives them and how do you develop the right brand strategies to reach this critical generation? This revised and updated 2nd edition of How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on five years of intensive new research, it provides insights into the consumer psychology and behaviour of "the Millennials".

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