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How Cool Brands Stay Hot: Branding to Generations Y and Z

by How Cool Brands Stay Hot: Branding to Generations Y and Z

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Description

While the first two editions of "How Cool Brands Stay Hot" focused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z. Using new market research to map and quantify the spending power of Generation Z, branding experts Joeri Van den Bergh and Mattias Behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them.

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Product Details

  • Kogan Page Brand
  • Apr 26, 2016 Pub Date:
  • 9780749477172 ISBN-13:
  • 0749477172 ISBN-10:
  • English Language
  • 9.25 in * 0.79 in * 6.22 in Dimensions:
  • 1 lb Weight: