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Bergh, Joeri van den, 1971-

How cool brands stay hot : branding to generation Y / Joeri Van den Bergh and Mattias Behrer ; foreword by Gert Kerkstoel. - xvii, 249 pages : illustrations ; 24 cm

Includes bibliographical references and index.

ISBN: 9780749462505 (hardback) 9780749462512 (e-ISBN)

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

Dewey Class. No.: 658.827 / BER 2011