How cool brands stay hot : branding to Generation Y and Z /

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Bergh, Joeri van den, 1971- (Autor), Behrer, Mattias (Autor)
Otros Autores: Maeseneire, Patrick De
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Philadelphia : Kogan Page, 2016.
Edición:3rd edition.
Temas:
Young consumers.
Young adult consumers.
Generation Y.
Target marketing.
Product management.
Consumer behavior.
Jeunes consommateurs.
Jeunes adultes consommateurs.
Génération Internet.
Cibles (Marketing)
Produits commerciaux > Gestion.
Consommateurs > Comportement.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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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