How cool brands stay hot branding to Generation Y

Bibliographic Details
Main Authors:	Bergh, Joeri van den 1971- (Author), Behrer, Mattias (Author)
Format:	Book
Language:	English
Published:	London, Philadelphia Kogan Page 2013.
Edition:	2nd ed.
Subjects:	Young consumers. Young adult consumers. Generation Y. Target marketing. Product management. Consumer behavior.