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Bergh, Joeri van den,

How cool brands stay hot branding to generation Y / [electronic resource] : Joeri Van den Bergh, Mattias Behrer. - London ; Philadelphia : Kogan Page, c2011. - 1 online resource (xvii, 249 p.) : ill.

Includes bibliographical references and index.

ISBN: 9786613016478 (electronic bk.) 6613016470

Source: 301647 MIL

Subjects--Topical Terms:
Young consumers.
Young adult consumers.
Generation Y.
Target marketing.
Product management.
Consumer behavior.

Index Terms--Genre/Form:
Electronic books.