How Cool Brands Stay Hot - Branding to Generations Y and Z (Paperback, 3rd Revised edition)

WINNER: Berry-AMA Book Award 2012 (1st edition) WINNER: Expert Marketing Magazine's Marketing Book of the Year Award 2011 (1st edition) How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet. It reveals how millennials think, feel and behave, offering proven strategies to market to these groups more effectively and remain a relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and MasterCard along with case studies from companies including H&M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact. This fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remain critical issues for anyone hoping to market to those who come after Generation X.

General

Imprint:	Kogan Page
Country of origin:	United Kingdom
Release date:	April 2016
First published:	2016
Authors:	Joeri Van Den Bergh • Mattias Behrer
Dimensions:	234 x 156 x 20mm (L x W x T)
Format:	Paperback - Trade
Pages:	312
Edition:	3rd Revised edition
ISBN-13:	978-0-7494-7717-2
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	0-7494-7717-2
Barcode:	9780749477172

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