000			01531nam a2200205 a 4500
001			57854
005			20260219123952.0
020			_a9780749477172
040			_aAIS _dAIS
100			_aBehrer, Mattias
100			_aVan Den Bergh, Joeri
245			_aHow Cool Brands Stay Hot: Branding to Generations Y and Z
082			_a658.827
250			_a3rd
260			_aUK _bKogan Page _c2016
500			_aAge Group: Adult
520			_aHow 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			_aNonfiction
655			_aBusiness
999			_c57854 _d57854