How Cool Brands Stay Hot - Branding to Generation Y (Hardcover, 2nd Revised edition)

How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand. The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC.

General

Imprint:	Kogan Page
Country of origin:	United Kingdom
Release date:	2015
First published:	2013
Authors:	Joeri Van Den Bergh • Mattias Behrer
Dimensions:	240 x 163 x 21mm (L x W x T)
Format:	Hardcover - Cloth over boards
Pages:	288
Edition:	2nd Revised edition
ISBN-13:	978-0-7494-7600-7
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	0-7494-7600-1
Barcode:	9780749476007

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