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Product Description
How Cool Brands Stay Hot: Branding to Generation Y (9780749462505): Joeri Van den Bergh, Mattias Behrer: Books. <DIV>"A lot of hot takeaways for cool brand builders in this book" - Dirk Van Kamseke, Global Marketplace Insights Manager, Levi Strauss & Co."Case studies and interviews with global marketing executives of successful brands make this a winner for any college-level business library. Midwest Book Review "The authors sum up the winning attributes of a hot youth brand with the acronym "CRUSH" ("Coolness; Realness; Uniqueness; Self-identification with the brand; and Happiness"). ... Hot companies that get this include MTV, H&M, Nike, Levi Strauss, Cadbury, Mars, Apple, Sony, Nokia, and Red Bull. Summing Up: Recommended. Upper-division undergraduate and graduate marketing students, faculty, and professionals/practitioners." - CHOICERecommended by CEO Refresher!How Cool Brands Stay Hot on Slideshare "...several years of research interviews with global marketing executives, and consumer behavior studies combine to give you "a timely and necessary resource" for anyone in the marketing biz." - brandchannel.comSee an excerpt on the American Educational Foundation website!</div> --Various
Shipping Weight: 2 pounds
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