{"product_id":"how-cool-brands-stay-hot-branding-to-generations-y-and-z-9780749477172","title":"How Cool Brands Stay Hot: Branding to Generations Y and Z","description":"While the first two editions of \"How Cool Brands Stay Hot\" focused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z. Using new market research to map and quantify the spending power of Generation Z, branding experts Joeri Van den Bergh and Mattias Behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Joeri Van Den Bergh, Mattias Behrer\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Kogan Page\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 04\/26\/2016\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 312\u003cbr\u003e\u003cb\u003eBinding Type:\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\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780749477172\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eJoeri Van den Bergh\u003c\/b\u003e is co-founder and managing partner of InSites Consulting where he focuses on marketing, branding, and advertising for youth. Prior to that, he was a senior research manager at Vlerick Leuven Gent Management School where he managed a team of marketing researchers.\u003cbr\u003e\u003cb\u003eMattias Behrer \u003c\/b\u003eis CEO of Dentsu Aegis, Sweden, a multinational media and digital marketing communications company. He previously worked for ten years with Viacom where he combined general management for Viacom's portfolio of youth and entertainment brands in northern and central Europe with heading up MTV's international consumer marketing and branding operations. Prior to this Behrer had different management positions at the international Marketing Department of H\u0026amp;M. He also worked as Global Brand Manager for DeLaval (Tetra Laval Group).\u003cbr\u003e\u003c\/p\u003e","brand":"Kogan Page","offers":[{"title":"Paperback","offer_id":40121786630259,"sku":"9.78E+12","price":29.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/products\/img_08c378f2-a2a9-4479-a6db-1c72f61dfd98.jpg?v=1653747639","url":"https:\/\/bookstorenmore.com\/en-de\/products\/how-cool-brands-stay-hot-branding-to-generations-y-and-z-9780749477172","provider":"Bookstore N More","version":"1.0","type":"link"}