How cool brands stay hot :: branding to Generation Y and Z /
'How Cool Brands Stay Hot' reveals what drives generation Y (13-29 year-olds) and how you can reach them. Based on important new research, it provides insights into the consumer psychology and behaviour of 'the Millennials'.
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Weitere Verfasser: | |
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London ; Philadelphia :
Kogan Page,
2016.
|
| Ausgabe: | 3rd edition. |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 'How Cool Brands Stay Hot' reveals what drives generation Y (13-29 year-olds) and how you can reach them. Based on important new research, it provides insights into the consumer psychology and behaviour of 'the Millennials'. |
| Beschreibung: | 1 online resource (xxii, 290 pages) : illustrations |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9780749477219 0749477210 0749477172 9780749477172 |
Internformat
MARC
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| 100 | 1 | |a Bergh, Joeri van den, |d 1971- |e author. |1 https://id.oclc.org/worldcat/entity/E39PCjtC8KjBPdDJfJvRQPPBbm |0 http://id.loc.gov/authorities/names/n99276072 | |
| 245 | 1 | 0 | |a How cool brands stay hot : |b branding to Generation Y and Z / |c Joeri Van den Bergh and Mattias Behrer ; with a foreword by Patrick De Maeseneire. |
| 250 | |a 3rd edition. | ||
| 264 | 1 | |a London ; |a Philadelphia : |b Kogan Page, |c 2016. | |
| 300 | |a 1 online resource (xxii, 290 pages) : |b illustrations | ||
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| 588 | 0 | |a Online resource; title from PDF title page (EBSCO, viewed March 31, 2016). | |
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a 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. | |
| 520 | 8 | |a 'How Cool Brands Stay Hot' reveals what drives generation Y (13-29 year-olds) and how you can reach them. Based on important new research, it provides insights into the consumer psychology and behaviour of 'the Millennials'. | |
| 650 | 0 | |a Young consumers. |0 http://id.loc.gov/authorities/subjects/sh85149370 | |
| 650 | 0 | |a Young adult consumers. |0 http://id.loc.gov/authorities/subjects/sh98005463 | |
| 650 | 0 | |a Generation Y. |0 http://id.loc.gov/authorities/subjects/sh2005004207 | |
| 650 | 0 | |a Target marketing. |0 http://id.loc.gov/authorities/subjects/sh94006407 | |
| 650 | 0 | |a Product management. |0 http://id.loc.gov/authorities/subjects/sh85107203 | |
| 650 | 0 | |a Consumer behavior. |0 http://id.loc.gov/authorities/subjects/sh87006429 | |
| 650 | 6 | |a Jeunes consommateurs. | |
| 650 | 6 | |a Jeunes adultes consommateurs. | |
| 650 | 6 | |a Génération Internet. | |
| 650 | 6 | |a Cibles (Marketing) | |
| 650 | 6 | |a Produits commerciaux |x Gestion. | |
| 650 | 6 | |a Consommateurs |x Comportement. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Consumer behavior |2 fast | |
| 650 | 7 | |a Generation Y |2 fast | |
| 650 | 7 | |a Product management |2 fast | |
| 650 | 7 | |a Target marketing |2 fast | |
| 650 | 7 | |a Young adult consumers |2 fast | |
| 650 | 7 | |a Young consumers |2 fast | |
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| 700 | 1 | |a Behrer, Mattias, |e author. |1 https://id.oclc.org/worldcat/entity/E39PCjx7Wm7M76wBMDQDwrrW9P |0 http://id.loc.gov/authorities/names/n2010056985 | |
| 700 | 1 | |a Maeseneire, Patrick De. | |
| 758 | |i has work: |a How cool brands stay hot (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFPJgkHGJt4rfWkBP3j9Qm |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
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| DE-BY-FWS_katkey | ZDB-4-EBU-ocn945735600 |
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| _version_ | 1816796922249216000 |
| adam_text | |
| any_adam_object | |
| author | Bergh, Joeri van den, 1971- Behrer, Mattias |
| author2 | Maeseneire, Patrick De |
| author2_role | |
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| author_GND | http://id.loc.gov/authorities/names/n99276072 http://id.loc.gov/authorities/names/n2010056985 |
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| contents | 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. |
| ctrlnum | (OCoLC)945735600 |
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| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3rd edition. |
| format | Electronic eBook |
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| indexdate | 2024-11-26T14:49:22Z |
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| publisher | Kogan Page, |
| record_format | marc |
| spelling | Bergh, Joeri van den, 1971- author. https://id.oclc.org/worldcat/entity/E39PCjtC8KjBPdDJfJvRQPPBbm http://id.loc.gov/authorities/names/n99276072 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 edition. London ; Philadelphia : Kogan Page, 2016. 1 online resource (xxii, 290 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier data file rda Online resource; title from PDF title page (EBSCO, viewed March 31, 2016). Includes bibliographical references and index. 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. 'How Cool Brands Stay Hot' reveals what drives generation Y (13-29 year-olds) and how you can reach them. Based on important new research, it provides insights into the consumer psychology and behaviour of 'the Millennials'. Young consumers. http://id.loc.gov/authorities/subjects/sh85149370 Young adult consumers. http://id.loc.gov/authorities/subjects/sh98005463 Generation Y. http://id.loc.gov/authorities/subjects/sh2005004207 Target marketing. http://id.loc.gov/authorities/subjects/sh94006407 Product management. http://id.loc.gov/authorities/subjects/sh85107203 Consumer behavior. http://id.loc.gov/authorities/subjects/sh87006429 Jeunes consommateurs. Jeunes adultes consommateurs. Génération Internet. Cibles (Marketing) Produits commerciaux Gestion. Consommateurs Comportement. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Consumer behavior fast Generation Y fast Product management fast Target marketing fast Young adult consumers fast Young consumers fast Business & Management. thema Advertising. thema Market research. thema Business and Management. ukslc Behrer, Mattias, author. https://id.oclc.org/worldcat/entity/E39PCjx7Wm7M76wBMDQDwrrW9P http://id.loc.gov/authorities/names/n2010056985 Maeseneire, Patrick De. has work: How cool brands stay hot (Text) https://id.oclc.org/worldcat/entity/E39PCFPJgkHGJt4rfWkBP3j9Qm https://id.oclc.org/worldcat/ontology/hasWork Print version: Bergh, Joeri van den, 1971- How cool brands stay hot. 3rd edition. London ; Philadelphia : Kogan Page, 2016 (DLC) 2016935538 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1213957 Volltext |
| spellingShingle | Bergh, Joeri van den, 1971- Behrer, Mattias How cool brands stay hot : branding to Generation Y and Z / 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. Young consumers. http://id.loc.gov/authorities/subjects/sh85149370 Young adult consumers. http://id.loc.gov/authorities/subjects/sh98005463 Generation Y. http://id.loc.gov/authorities/subjects/sh2005004207 Target marketing. http://id.loc.gov/authorities/subjects/sh94006407 Product management. http://id.loc.gov/authorities/subjects/sh85107203 Consumer behavior. http://id.loc.gov/authorities/subjects/sh87006429 Jeunes consommateurs. Jeunes adultes consommateurs. Génération Internet. Cibles (Marketing) Produits commerciaux Gestion. Consommateurs Comportement. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Consumer behavior fast Generation Y fast Product management fast Target marketing fast Young adult consumers fast Young consumers fast Business & Management. thema Advertising. thema Market research. thema Business and Management. ukslc |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85149370 http://id.loc.gov/authorities/subjects/sh98005463 http://id.loc.gov/authorities/subjects/sh2005004207 http://id.loc.gov/authorities/subjects/sh94006407 http://id.loc.gov/authorities/subjects/sh85107203 http://id.loc.gov/authorities/subjects/sh87006429 |
| title | How cool brands stay hot : branding to Generation Y and Z / |
| title_auth | How cool brands stay hot : branding to Generation Y and Z / |
| title_exact_search | How cool brands stay hot : branding to Generation Y and Z / |
| title_full | 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. |
| title_fullStr | 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. |
| title_full_unstemmed | 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. |
| title_short | How cool brands stay hot : |
| title_sort | how cool brands stay hot branding to generation y and z |
| title_sub | branding to Generation Y and Z / |
| topic | Young consumers. http://id.loc.gov/authorities/subjects/sh85149370 Young adult consumers. http://id.loc.gov/authorities/subjects/sh98005463 Generation Y. http://id.loc.gov/authorities/subjects/sh2005004207 Target marketing. http://id.loc.gov/authorities/subjects/sh94006407 Product management. http://id.loc.gov/authorities/subjects/sh85107203 Consumer behavior. http://id.loc.gov/authorities/subjects/sh87006429 Jeunes consommateurs. Jeunes adultes consommateurs. Génération Internet. Cibles (Marketing) Produits commerciaux Gestion. Consommateurs Comportement. BUSINESS & ECONOMICS Industrial Management. bisacsh BUSINESS & ECONOMICS Management. bisacsh BUSINESS & ECONOMICS Management Science. bisacsh BUSINESS & ECONOMICS Organizational Behavior. bisacsh Consumer behavior fast Generation Y fast Product management fast Target marketing fast Young adult consumers fast Young consumers fast Business & Management. thema Advertising. thema Market research. thema Business and Management. ukslc |
| topic_facet | 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. Consumer behavior Generation Y Product management Target marketing Young adult consumers Young consumers Business & Management. Advertising. Market research. Business and Management. |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1213957 |
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