90折
How Cool Brands Stay Hot ─ Branding to Generations Y and Z
商品資訊
ISBN13：9780749477172
出版社：Kogan Page Ltd
作者：Joeri Van Den Bergh; Mattias Behrer
出版日：2016/03/28
裝訂／頁數：平裝／312頁
規格：23.5cm*15.2cm*2.5cm (高/寬/厚)
版次：3
定價
：NT$ 1254 元優惠價
：90 折 1129 元
無庫存，下單後進貨(到貨天數約30-45天)
下單可得紅利積點：33 點
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商品簡介
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.
The book reveals how Millennials think, feel, and behave, and discusses how recent developments such as the recession, mobile marketing and purchasing, and the adaptation and evolution of social media, have impacted Generation Y. All the chapters offer new case studies and interviews, from companies such as H&M, Forever 21, and Converse, as well as updated facts, figures, and research.
The book reveals how Millennials think, feel, and behave, and discusses how recent developments such as the recession, mobile marketing and purchasing, and the adaptation and evolution of social media, have impacted Generation Y. All the chapters offer new case studies and interviews, from companies such as H&M, Forever 21, and Converse, as well as updated facts, figures, and research.
作者簡介
Joeri Van den Bergh 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.
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