How cool brands stay hot : branding to generation Y and Z /
Bergh, Joeri van den, 1971-
How cool brands stay hot : branding to generation Y and Z / Joeri Van den Bergh and Mattias Behrer ; with a foreword by Patrick De Maeseneire. - 3rd ed. - London : Kogan Page, 2016. - xxii, 287 p. : ill. ; 24 cm.
Includes bibliographical references (p. [242]-274) and index
9780749477172
Consumer behavior.
Generation Y.
Product management.
Target marketing.
Young adult consumers.
Young consumers.
How cool brands stay hot : branding to generation Y and Z / Joeri Van den Bergh and Mattias Behrer ; with a foreword by Patrick De Maeseneire. - 3rd ed. - London : Kogan Page, 2016. - xxii, 287 p. : ill. ; 24 cm.
Includes bibliographical references (p. [242]-274) and index
9780749477172
Consumer behavior.
Generation Y.
Product management.
Target marketing.
Young adult consumers.
Young consumers.