How Cool Brands Stay Hot

Branding to Generations Y and Z

Business & Finance, Marketing & Sales, Research, Advertising & Promotion
Cover of the book How Cool Brands Stay Hot by Joeri Van Den Bergh, Mattias Behrer, Kogan Page
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Joeri Van Den Bergh, Mattias Behrer ISBN: 9780749477219
Publisher: Kogan Page Publication: April 3, 2016
Imprint: Kogan Page Language: English
Author: Joeri Van Den Bergh, Mattias Behrer
ISBN: 9780749477219
Publisher: Kogan Page
Publication: April 3, 2016
Imprint: Kogan Page
Language: English

How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet. It reveals how millennials think, feel and behave, offering proven strategies to market to these groups more effectively and remain a relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and MasterCard along with case studies from companies including H&M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact.

Previous editions of How Cool Brands Stay Hot have won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and the 2011 Expert Marketing Magazine's Marketing Book of the Year award. This fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remain critical issues for anyone hoping to market to those who come after Generation X.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet. It reveals how millennials think, feel and behave, offering proven strategies to market to these groups more effectively and remain a relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and MasterCard along with case studies from companies including H&M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact.

Previous editions of How Cool Brands Stay Hot have won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and the 2011 Expert Marketing Magazine's Marketing Book of the Year award. This fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remain critical issues for anyone hoping to market to those who come after Generation X.

More books from Kogan Page

Cover of the book Professional Services Marketing Handbook by Joeri Van Den Bergh, Mattias Behrer
Cover of the book Malcolm McDonald on Value Propositions by Joeri Van Den Bergh, Mattias Behrer
Cover of the book Dealing With Difficult People by Joeri Van Den Bergh, Mattias Behrer
Cover of the book Learning and Development Practice in the Workplace by Joeri Van Den Bergh, Mattias Behrer
Cover of the book Public Relations Strategy by Joeri Van Den Bergh, Mattias Behrer
Cover of the book The Inspirational Leader: How To Motivate, Encourage And Achieve Success by Joeri Van Den Bergh, Mattias Behrer
Cover of the book The A-Z of Careers and Jobs by Joeri Van Den Bergh, Mattias Behrer
Cover of the book The Graduate Psychometric Test Workbook by Joeri Van Den Bergh, Mattias Behrer
Cover of the book User Research by Joeri Van Den Bergh, Mattias Behrer
Cover of the book The Talent Wave by Joeri Van Den Bergh, Mattias Behrer
Cover of the book 20:20 Project Management by Joeri Van Den Bergh, Mattias Behrer
Cover of the book The TV Brand Builders by Joeri Van Den Bergh, Mattias Behrer
Cover of the book E-Commerce Website Optimization by Joeri Van Den Bergh, Mattias Behrer
Cover of the book Readymade CVs by Joeri Van Den Bergh, Mattias Behrer
Cover of the book Digital Darwinism by Joeri Van Den Bergh, Mattias Behrer
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy