{"product_id":"how-cool-brands-stay-hot-joeri-van-den-bergh-9780749477172","title":"How Cool Brands Stay Hot: Branding to Generations Y and Z","description":"\u003cp\u003e\u003cb\u003eWINNER: \u003c\/b\u003eBerry-AMA Book Award 2012 (1st edition)\u003cbr\u003e\u003cb\u003eWINNER: \u003c\/b\u003e Expert Marketing Magazine's Marketing Book of the Year Award 2011 (1st edition) \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003ci\u003e\u003cb\u003eHow Cool Brands Stay Hot\u003c\/b\u003e\u003c\/i\u003e 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\u0026amp;M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact. \u003cp\u003e\u003c\/p\u003eThis fully revised 3rd edition of \u003ci\u003e\u003cb\u003eHow Cool Brands Stay Hot \u003c\/b\u003e\u003c\/i\u003egoes 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Joeri Van Den Bergh, Mattias Behrer\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0749477172\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780749477172\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Kogan Page\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 04\/26\/2016\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 312\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.97lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.21h x 6.14w x 0.65d","brand":"Joeri Van Den Bergh","offers":[{"title":"Paperback","offer_id":43925877653759,"sku":"9780749477172","price":32.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/products\/img_2726cfdb-9846-4d41-a7a9-50c4f65c3c11.jpg?v=1681079905","url":"https:\/\/www.whiterainbookhouse.com\/products\/how-cool-brands-stay-hot-joeri-van-den-bergh-9780749477172","provider":"WR Book House","version":"1.0","type":"link"}