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  - 9780749477172
AV  - HF5415.332.Y66 .B47 2016
U1  - 658.8/27 22
PY  - 2016///
CY  - London
PB  - Kogan Page
KW  - Young consumers
KW  - Young adult consumers
KW  - Generation Y
KW  - Target marketing
KW  - Product management
KW  - Consumer behavior
KW  - fast
KW  - Kundenmanagement
KW  - gnd
KW  - Markenpolitik
KW  - Zielgruppe
N1  - Includes bibliographical references (pages 242-274) and index; Defining generation Y -- Developing a brand model for the new customer -- What cool means to brands -- The real thing: brand authenticity -- We all want unique brands -- Self identification with the brand -- Happiness: Gen Y's adoration for branded emotions -- Who's next? Generation Z
N2  - "While the first two editions of How Cool Brands Stay Hot focused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z. Using new market research to map and quantify the spending power of Generation Z, branding experts Joeri Van den Bergh and Mattias Behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them. The book reveals how Millennials think, feel, and behave, and discusses how recent developments such as the recession, mobile marketing and purchasing, and the adaptation and evolution of social media, have impacted Generation Y. All the chapters offer new case studies and interviews, from companies such as H&M, Forever 21, and Converse, as well as updated facts, figures, and research." - Provided by publisher
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