How Cool Brands Stay Hot: Branding to Generation Y by Joeri Van den Bergh and Mattias Behrer
English | 2011 | ISBN: 0749462507 | 272 pages | PDF | 2,5 MB
Generation Y are the most marketing-savvy and advertising-critical generation ever. Three times the size of Generation X, they have a much bigger impact on society and business. In How Cool Brands Stay Hot, Joeri Van den Bergh and Mattias Behrer address what drives Generation Y as consumers and how marketers can develop the right brand strategies to reach this generation of 16-33 year olds.