Mattias Behrer

Joeri van den Bergh

In How Cool Brands Stay Hot, Joeri Van den Bergh and Mattias Behrer address what drives Generation Y as consumers and how marketers can develop the right brand strategies to reach this generation of 16- 33 year olds. The authors' insights on consumer preferences of this new "Dot-com" generation are based on interviews with 5,000 Generation Y consumers. This new research provides understanding of the consumer psychology and behavior of the generation also known as the "Millenials." How Cool Brands Stay Hot contains guidance and checklists for marketing plans and campaigns, as well as case studies of Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, Red Bull, H&M, and Levi's.

Branding to Generation Y

How Cool Brands Stay Hot

Maggie Geuens

Patrick de Pelsmacker

Looking at critical communication issues in a marketing context, this text covers a wide range of topics, including budgets, advertising, media planning and public relations.

A European Perspective

Foundations of Marketing Communications

Een inspiratiebron voor marketeers met tientallen casestudy's;;;De perfecte combinatie van wetenschappelijke en commerciële inzichten uit marktonderzoek Generatie Y (13 - 29 jaar vandaag) is de meest reclamekritische generatie. Maar wat drijft hen en hoe ontwikkel je de juiste merkstrategie voor deze generatie? Talrijke casestudy's onthullen de vijf belangrijkste attributen van een cool jongerenmerk: Jack&Jones, Nokia, H&M, G-Star, Coca-Cola... Winnaar van de Berry-AMA Book Prize 2012

Joeri van den Bergh

Books

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