Three times the size of Generation X, they have a much bigger impact on society and business. In How Cool Brands Stay Hot, Joeri Van den Bergh and Mattias Behrer address what drives Generation Y as consumers and how marketers can develop the right brand strategies to reach this generation of 16-33 year olds.The authors' insights on what drives the consumer preferences of this new "Dot-com" generation are based on interviews with 5,000 Generation Y consumers. This new research provides understanding of the consumer psychology and behavior of the generation also known as the "Millennials." It helps marketers connect with the new generation of consumers by understanding their likes and dislikes, and guides them on advertising, marketing, and branding relevant to them.How Cool Brands Stay Hot contains guidance and checklists for marketing plans and campaigns, as well as case studies of Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, Red Bull, H&M, and Levi's. It offers creative and effective ideas on how to position, develop and promote brands to one of the largest and most influential generations of consumers today.Visit the website at http://www.howcoolbrandsstayhot.com/

     In this enormously entertaining first novel, a lovable, stressed-out guy nicknamed Mumbles tells the story of how he and his cohorts not only struggle to survive corporate purgatory, but also find satisfying ways to strike back at the system. Fueled by a constant flow of Starbucks coffee, Mumbles and his friends take on such tasks as secretly filming a despised colleague's boardroom romp with an assistant, creating footage they plan to broadcast at the company's holiday party. But true gratification comes only when they actually start standing up to the bank's evil minions, those who have no qualms about piling on a weekend's worth of work on a Friday afternoon. With sharp comedy, episodes of inspired hijinks, and its glimpse into a world of fleeting elevator romances and not-so-infrequent nervous breakdowns, Bank is a touching and lively novel that is, at its heart, about figuring out what really matters in life.

    Featuring the contributions of leading executives, human resources practitioners, and consultants, this book presents a comprehensive approach to talent management.

    It encourages readers to expect more from companies, to give more of themselves, and to fall back in love with their work and their lives.

    This edition will cover the essential concepts of management that students will find interesting and straightforward.