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· 제목 : How Cool Brands Stay Hot : Branding to Generations Y and Z (Paperback, 3 Revised edition)
· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9780749477172
· 쪽수 : 312쪽
· 출판일 : 2016-04-03
· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9780749477172
· 쪽수 : 312쪽
· 출판일 : 2016-04-03
목차
- Chapter - 01: Defining Generation Y;
- Chapter - 02: Developing a Brand Model for the New Consumer;
- Chapter - 03: What Cool Means to Brands;
- Chapter - 04: The Real Thing: Brand Authenticity;
- Chapter - 05: We All Want Unique Brands;
- Chapter - 06: Self-Identification with the Brand;
- Chapter - 07: Happiness: Gen Y's Adoration for Branded Emotions;
- Chapter - 08: Who's Next? Generation Z
