How Cool Brands Stay Hot: Branding to Generations Y and Z (Record no. 57854)

MARC details
000 -LEADER
fixed length control field 01531nam a2200205 a 4500
001 - CONTROL NUMBER
control field 57854
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20260219123952.0
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780749477172
040 ## - CATALOGING SOURCE
Original cataloging agency AIS
Modifying agency AIS
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.827
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Behrer, Mattias
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Van Den Bergh, Joeri
245 ## - TITLE STATEMENT
Title How Cool Brands Stay Hot: Branding to Generations Y and Z
250 ## - EDITION STATEMENT
Edition statement 3rd
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. UK
Name of publisher, distributor, etc. Kogan Page
Date of publication, distribution, etc. 2016
500 ## - GENERAL NOTE
General note Age Group: Adult
520 ## - SUMMARY, ETC.
Summary, etc. 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.
655 ## - INDEX TERM--GENRE/FORM
Genre/form data or focus term Nonfiction
655 ## - INDEX TERM--GENRE/FORM
Genre/form data or focus term Business
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection Home library Current library Shelving location Date acquired Total checkouts Full call number Barcode Date last seen Copy number Price effective from Koha item type
    Dewey Decimal Classification       MDIS Tashkent Learning Resource Center MDIS Tashkent Learning Resource Center   06.11.2019   658.827 TKB029552 19.02.2026 1 19.02.2026 Books
    Dewey Decimal Classification       MDIS Tashkent Learning Resource Center MDIS Tashkent Learning Resource Center   06.11.2019   658.827 TKB029554 19.02.2026 2 19.02.2026 Books
    Dewey Decimal Classification       MDIS Tashkent Learning Resource Center MDIS Tashkent Learning Resource Center   06.11.2019   658.827 TKB029556 19.02.2026 3 19.02.2026 Books
    Dewey Decimal Classification       MDIS Tashkent Learning Resource Center MDIS Tashkent Learning Resource Center   06.11.2019   658.827 TKB029553 19.02.2026 4 19.02.2026 Books