How cool brands stay hot : branding to generation Y / Joeri Van den Bergh and Mattias Behrer ; foreword by Gert Kerkstoel.

By:

Bergh, Joeri van den, 1971-

Contributor(s):

Behrer, Mattias

Publication details: London ; Philadelphia : Kogan Page, 2011.Description: xvii, 249 p. : ill. ; 25 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9780749462505 :
0749462507 :

Subject(s):

LOC classification:

HF5415.332.Y66 B47 2011

Summary: 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'.

List(s) this item appears in: KOGAN PAGE

Holdings
Item type	Current library	Home library	Shelving location	Call number	Status	Barcode
Books	American University in Dubai	American University in Dubai	Main Collection	HF 5415.332 .Y66 B47 2011 (Browse shelf(Opens below))	Available	5022192

Includes bibliographical references (p. [223]-242) and index.

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'.

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How cool brands stay hot : branding to generation Y / Joeri Van den Bergh and Mattias Behrer ; foreword by Gert Kerkstoel.

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