How cool brands stay hot : branding to Generation Y / Joeri Van den Bergh and Mattias Behrer.

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Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. But what drives them and how do you develop the right brand strategies to reach this critic...

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Bibliographic Details
Main Author: Bergh, Joeri van den, 1971-
Other Authors: Behrer, Mattias
Language:English
Published: London ; Philadelphia : Kogan Page, 2013.
Edition:Second edition.
Subjects:
Young consumers.
Young adult consumers.
Generation Y.
Target marketing.
Product management.
Consumer behavior.
Physical Description:xx, 267 pages : illustrations ; 24 cm
Format: Book

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