How cool brands stay hot : branding to generation Y and Z /

Bibliographic Details

Main Authors:	Bergh, Joeri van den, 1971- (Author), Behrer, Mattias (Author)
Other Authors:	Maeseneire, Patrick de (writer of foreword.)
Format:	Book
Language:	English
Published:	London ; Philadelphia : Kogan Page, 2016.
Edition:	Third edition.
Subjects:	Young consumers. Young adult consumers. Generation Y. Target marketing. Product management. Consumer behavior.