How cool brands stay hot :

Bergh, Joeri van den, 1971-

How cool brands stay hot : branding to generation Y / Joeri Van den Bergh, Mattias Behrer. - London ; Philadelphia : Kogan Page, c2011. - xvii, 249 p. ; ill. ; 25 cm.

Includes bibliographical references.

9780749462505 9780749462512

2010036704


Young consumers.
Young adult consumers.
Generation Y.
Target marketing.
Product management.
Consumer behavior.

HF5415.332.Y66 / B47 2011

658.827 BER