TY  - BOOK
AU  - Bergh,Joeri van den
AU  - Behrer,Mattias
TI  - How cool brands stay hot: branding to generation Y 
SN  - 9780749462505 :
AV  - HF5415.332.Y66 B47 2011
PY  - 2011///
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
N1  - Includes bibliographical references (p. [223]-242) and index
N2  - Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. But what drives them and how do you develop the right brand strategies to reach this critical generation? This title reveals what drives Generation Y. It provides insights into the consumer psychology and behaviour of 'the Millennials'
ER  -