“Cool” always remain “cool.” Branding for generation y: berge, berer

Generation Y, born in the 1980-2000s, is well versed in marketing and demanding advertising, like no other. In terms of number, it is three times higher than the previous generation X, and affects society and business much more much. What encourages a new generation to buy? How to develop marketing strategies to attract it to attract it, preserve and strengthen their market positions? This book reveals the secrets of the consumer preferences of generation Y. Based on the research of recent years, the authors penetrate the essence of consumer psychology and behavior. They tell how to establish contacts with the new generation of consumers, determine what they like and do not like how to create advertising, organize marketing and conduct branding for this audience. Instructions and recommendations on the organization of marketing and advertising are given in modern conditions. Examples of leading world companies are considered: Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirn …

Author
Berg Joeri Van Den, Berer Mattias
Editor
Maslova E.A.
Artist
Radzevich K.
Publisher
Peter, 2012