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How cool brands stay hot: branding to Generations Y Joeri Van den Bergh, Mattias Behrer.

By: Contributor(s): Publication details: Kogan Page 2011 New DelhiDescription: 249 P. HardISBN:
  • 978 0 7494 6250 5
Subject(s): DDC classification:
  • 658.827
Available additional physical forms:
  • 18/28-JULY-11 APNA BOOK SUPLIERS
Contents:
Defining Generation Y -- Developing a brand model for the new consumer -- What cool means to brands -- The real thing: brand authenticity -- We all want unique brands -- Self-identification with the brand -- Happiness: Gen Ys adoration for branded emotions.
Summary: Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business.
List(s) this item appears in: Recent Additions to the Library October-16
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Book Book Main Library ON SHELF BRANDS AND 658.827/ Ber/Beh/ 32670 (Browse shelf(Opens below)) Available 11132670
Book Book Main Library Text Book 658.827/BER/BER/16189 (Browse shelf(Opens below)) Available 11116189
Total holds: 0

Defining Generation Y --
Developing a brand model for the new consumer --
What cool means to brands --
The real thing: brand authenticity --
We all want unique brands --
Self-identification with the brand --
Happiness: Gen Ys adoration for branded emotions.

Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business.

18/28-JULY-11 APNA BOOK SUPLIERS

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