好品牌如何保持活力 英文原版 How Cool Brands Stay Hot
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作者Joeri van den Bergh
出版社Kogan Page Ltd
ISBN9780749477172
出版时间2016-03
印刷时间2016-03
印数1千册
装帧平装
开本18开
纸张轻型纸
页数312页
字数1千字
定价267元
上书时间2024-12-01
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出版社: Kogan Page Ltd; 3rd Revised edition (2016年3月28日)
平装: 312页
语种： 英语
ISBN: 0749477172
条形码: 9780749477172
商品尺寸: 15.2 x 2.5 x 23.5 cm
商品重量: 490 g
ASIN: 0749477172
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媒体推荐
"Van den Bergh and Behrer give an elaborate insightful view on how to reach generation Y and Z. A must-read for every marketing professional who wants to get a better understanding of young adults."--Jean-Jacques Velkeniers, VP Marketing Europe "and Business Unit President Europe West, AB InBev " "No challenge is more pressing for today's brands than successfully connecting with Generation Y. This book offers precious insights on doing just that."--Ricardo Marques, VP Marketing High End Imports "AB InBev " "How Cool Brands Stay Hot shares a wealth of insight. At TOMS we are in business to improve lives and this mission allows us to build an emotional bond with customers and motivate employees, because they know they are shopping and working for a movement bigger than themselves. Connecting with consumers in an authentic way is essential in today's world."--Blake Mycoskie, Founder and Chief Shoe Giver "TOMS " "We continuously fuel our brands with fresh and creative views. How Cool Brands Stay Hot is a rich source of inspiration for anyone who wants to truly connect with young people."--Renzo Rosso, Founder and CEO of DIESEL and Only The Brave "United Nations MDG Global Leader " "It is easily taken for granted that a hot brand stays cool forever. You continue working with what was successful in the past until one day you have become irrelevant or 'the brand of my parents'. This book helps in such an impactful way to stay in touch with Millennials and offers plenty of concrete examples to apply to your brand instantly."--Anneleen Waterloos, Global Head of Consumer & Business Intelligence "IKEA " "One of today's challenges is having too much access to too much information. How Cool Brands Stay Hot focused us on key things to know about Millennials and did a great job of illustrating these themes with current marketing and advertising examples to bring them to life."--Judith Oppenheim, Research Director, Insights & Planning "R/GA " "This book gives a fabulous deep dive in marketing and branding to Millennials. It is often said that the Millennials are more complex and don't follow easy, linear rules. How Cool Brands Stay Hot definitely reduces complexity and is a must-read for all of those who have to understand these target groups."--Dr Alexander Linder, VP Corporate Brand, Consumer and Market Intelligence "Swarovski " "A great book exemplifying and rationalizing critical changes to capture in our activities - well written and easy understood."--Paul Andersen, Vice President "Pepsi-Lipton Europe " "Because generations shift and change constantly, books on the topic often gather dust. Not this one! Joeri and Mattias have kept their insights in sync with the times. That makes a nice and useful refresher for all of us marketers to read and live by. Why? Staying in sync with the times and with changing consumers is exactly what you need to drive growth and change for your brand."--Kurt Frenier, Vice President GM Global Marketing "PepsiCo Group " "Millennials - everybody is trying to understand them but very few get to both their hearts and brains. This is what Van den Bergh and Behrer do in this book, decoding young men and women who will lead the world in the coming future. For a generation famous for multitasking and lack of attention, the book helps brands in creating longer lasting bonds. The sneak peak on Gen Z is insightful too, as they are not 'younger Millennials' but a generation on its own. A great, insightful must-read."--Marcelo Amstalden Moller, Head of Global CMI Innovation "HEINEKEN Group " "How Cool Brands Stay Hot is a great compass based on science and art, a source of inspiration for any leader on where to go next and what to do. Not only from a business perspective but even when you have younger teams or family troops to manage."--Anouk Lagae, Chief Marketing Officer "Duvel Moortgat " "Knowing the consumer is vital to any business looking for a meaningful, long-term engagement. The addition of fresh insights into Gen Y with an eye-opening preview of Gen Z will help marketers keep pace with the digital generation."--Elizabeth Wolgemuth, SVP Global B2B Marketing "MasterCard " "To win the consumer revolution, all brands should have the ambition to become a Lovemark. This book explains brilliantly how you can gain the love of Generation Y. A must-read for all Generation Y marketers and for brand marketers altogether, since Generation Y leads to all the other target groups as well."--Kevin Roberts, CEO "Saatchi & Saatchi Worldwide " "Well-written and well-documented, this is a must-read book for anyone connecting with Generations Y and Z. Once you start reading, you will not be able to put it down."--Marion De Bruyne, Assoc. Prof. in Marketing Strategy and Innovation "Dean of Vlerick Business School, and author of Customer Innovation " "This and previous editions have been instrumental in bringing this generation to life for us. By introducing key elements of tangibility and insight, they're helping shape our shared journey, both as a world-class technology brand as well as a best-in-class employer brand for Gen Yers and beyond."--Anna Zanghi, Vice President Global Product "MasterCard " "I am generally not a big fan of marketing books and particularly not when they touch so-called youth marketing. But this one was refreshing and informative, more observing and sharing a frame of thinking on the evolution of generations instead of an absolute theory on 'how to get after those young consumers'."--Gert Kerkstoel, Partner GIMV, Investor and former Global Business Director "Nike SB " "How Cool Brands Stay Hot holds the best and most comprehensive perspective on Generation Y marketing and I regularly recommend it in lectures on recruiting Generation Y."--Christophe Fellinger, Talent Relationship & Recruiting Manager "Beiersdorf " ""How Cool Brands Stay Hot" shares a wealth of insight. At TOMS we are in business to improve lives and this mission allows us to build an emotional bond with customers and motivate employees, because they know they are shopping and working for a movement bigger than themselves. Connecting with consumers in an authentic way is essential in today's world."--Blake Mycoskie, Founder and Chief Shoe Giver "TOMS " ""How Cool Brands Stay Hot" is a great compass based on science and art, a source of inspiration for any leader on where to go next and what to do. Not only from a business perspective but even when you have younger teams or family troops to manage."--Anouk Lagae, Chief Marketing Officer "Duvel Moortgat " ""How Cool Brands Stay Hot" holds the best and most comprehensive perspective on Generation Y marketing and I regularly recommend it in lectures on recruiting Generation Y."--Christophe Fellinger, Talent Relationship & Recruiting Manager "Beiersdorf "
作者简介
Joeri Van den Bergh is the co-founder of InSites Consulting, a global new generation research agency with offices in Belgium, the UK, France, Switzerland and the Netherlands. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever and Coca-Cola.
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