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Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. But what drives them and how do you develop the right brand strategies to reach this critical generation? This revised and updated 2nd edition of How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on important new research, it provides insights into the consumer psychology and behaviour of 'the Millennials'. Full of statistics and case studies incl

Consumer behavior --- Advertising. Public relations --- merken --- generatiemarketing --- consumentengedrag --- productstrategie --- Young consumers. --- Young adult consumers. --- Generation y. --- Target marketing. --- Product management. --- Consumer behavior. --- Business & economics --- Advertising & promotion. --- Generation Y. --- Young consumers --- Young adult consumers --- Generation Y --- Target marketing --- Product management

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'Marketingcommunicatie' geeft een volledig overzicht van de fundamenten, technieken en toepassingen van marketingcommunicatie in een Europese context. Het boek bevat hoofdstukken over alle elementen van de communicatiemix zoals adverteren, public relations, sponsoring, verkoopacties, direct marketing, winkelcommunicatie, vakbeurzen, persoonlijke verkoop en internet. Het boek beschrijft hoe bedrijven omgaan met aspecten als branding,internet en crossculturele marketingcommunicatie. Daarnaast bevat het voorbeelden uit de praktijk, cases, samenvattingen, vragen en aanbevolen literatuur. Deze vierde editie van 'Marketingcommunicatie' is voorzien van diverse nieuwe cases over onder andere Barack Obama, Mars, Twitter en Pampers in samenwerking met Unicef. Daarnaast is een nieuw hoofdstuk opgenomen over ethische kwesties in marketingcommunicatie. 'Marketingcommunicatie' is geschreven voor studenten aan opleidingen die te maken hebben met marketingcommunicatie. Tevens is het geschikt voor marketingprofessionals.

Marketing --- Communicatie. --- verkoop --- merken --- marketingcommunicatie --- internationale communicatie --- sponsoring --- reclame --- PR (public relations) --- Mass communications --- Applied marketing --- Toegepaste marketing --- Massacommunicatie --- 658.8 --- #SBIB:309H2812 --- 658.88 --- MA 2015-2016 --- 659.3 --- 658.8 Marketing. Sales. Selling. Distribution --- Marketing. Sales. Selling. Distribution --- Marketing, consumentengedrag, consumentisme --- OO Marketingcommunicatie --- Marketingcommunicatie --- Communicatie --- Communicatiemix --- Reclame --- Public relations --- Sponsoring (alle aspecten) --- Mediaplanning --- 431 --- marketing --- bedrijfscommunicatie --- opleiding management --- formation management

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Advertising. Public relations --- verkoop --- marketing --- adverteren --- direct marketing --- Marketing --- PR (public relations) --- marketingcommunicatie --- communicatiemanagement --- Communication in marketing --- Advertising --- Marketingcommunicatie --- 659.4 --- 658.8 --- 658.81.5 --- 659.1 --- Marketing ; publicieit ; bedrijfskunde ; handboeken --- 659(035) --- Marketing : communicatiestrategieën --- Public relations (PR) --- Marketing. Sales. Selling. Distribution --- Reclame. Advertising. Merchandising --- Publicity. Advertising --- Marketing. Reclame ; handboeken --- Advertising. --- Social Sciences and Humanities. Marketing --- Marketing (General) --- Marketing (General). --- 659.1 Publicity. Advertising --- 658.8 Marketing. Sales. Selling. Distribution --- 659.4 Public relations (PR) --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Communication in marketing - Europe