WINNER: Berry-AMA Book Award 2012 (1st edition)
WINNER: Expert Marketing Magazine's Marketing Book of the Year Award 2011 (1st edition)
How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet. It reveals how millennials think, feel and behave, offering proven strategies to market to these groups more effectively and remain a relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and MasterCard along with case studies from companies including H&M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact.
This fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remain critical issues for anyone hoping to market to those who come after Generation X.
- ISBN10 0749477172
- ISBN13 9780749477172
- Publish Date 3 April 2016 (first published 3 February 2011)
- Publish Status Active
- Publish Country GB
- Imprint Kogan Page Ltd
- Edition 3rd Revised edition
- Format Paperback (US Trade)
- Pages 312
- Language English