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| 100 |
1 |
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|a Bergh, Joeri van den,
|d 1971-
|e author.
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| 245 |
1 |
0 |
|a How cool brands stay hot :
|b branding to Generation Y and Z /
|c Joeri Van den Bergh and Mattias Behrer ; with a foreword by Patrick De Maeseneire.
|
| 250 |
|
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|a 3rd edition.
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| 264 |
|
1 |
|a London ;
|a Philadelphia :
|b Kogan Page,
|c 2016.
|
| 300 |
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|a 1 online resource (xxii, 290 pages) :
|b illustrations
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| 336 |
|
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|a text
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| 337 |
|
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|a computer
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| 338 |
|
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|b cr
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| 347 |
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| 588 |
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|a Online resource; title from PDF title page (EBSCO, viewed March 31, 2016).
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| 504 |
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|a Includes bibliographical references and index.
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| 505 |
0 |
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|a Introduction -- Defining generation Y -- Developing a brand model for the new consumer -- What cool means to brands -- The real thing: brand authority -- We all want unique brands -- Self-identification with the brand -- Happiness: Gen Y's adoration for branded emotions -- Generation Z -- Conclusion.
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| 590 |
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| 650 |
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0 |
|a Young consumers.
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| 650 |
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0 |
|a Young adult consumers.
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| 650 |
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0 |
|a Generation Y.
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| 650 |
|
0 |
|a Target marketing.
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| 650 |
|
0 |
|a Product management.
|
| 650 |
|
0 |
|a Consumer behavior.
|
| 650 |
|
6 |
|a Jeunes consommateurs.
|
| 650 |
|
6 |
|a Jeunes adultes consommateurs.
|
| 650 |
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6 |
|a Génération Internet.
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| 650 |
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6 |
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6 |
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7 |
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|x Organizational Behavior.
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| 650 |
|
7 |
|a Consumer behavior.
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|0 (OCoLC)fst00876238
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| 650 |
|
7 |
|a Generation Y.
|2 fast
|0 (OCoLC)fst01737863
|
| 650 |
|
7 |
|a Product management.
|2 fast
|0 (OCoLC)fst01078225
|
| 650 |
|
7 |
|a Target marketing.
|2 fast
|0 (OCoLC)fst01143138
|
| 650 |
|
7 |
|a Young adult consumers.
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|
| 650 |
|
7 |
|a Young consumers.
|2 fast
|0 (OCoLC)fst01183255
|
| 700 |
1 |
|
|a Behrer, Mattias,
|e author.
|
| 700 |
1 |
|
|a Maeseneire, Patrick De.
|
| 776 |
0 |
8 |
|i Print version:
|a Bergh, Joeri van den, 1971-
|t How cool brands stay hot.
|b 3rd edition.
|d London ; Philadelphia : Kogan Page, 2016
|w (DLC) 2016935538
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