How Cool Brands Stay Hot :
Branding to Generations Y and Z, 3rd Edition
by Joeri Van den Bergh and Mattias Behrer
English | 2016 | ISBN: 0749477172 | 310 Pages | PDF | 4.67 MB
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.