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/

    And scientists, being human, respond to incentives and costs, in money and glory. Choosing a research topic, deciding what papers to write and where to publish them, sticking with a familiar area or going into something new the payoff may be tenure or a job at a highly ranked university or a prestigious award or a bump in salary. The risk may be not getting "any" of that.At a time when science is seen as an engine of economic growth, Paula Stephan brings a keen understanding of the ongoing cost-benefit calculations made by individuals and institutions as they compete for resources and reputation. She shows how universities offload risks by increasing the percentage of non-tenure-track faculty, requiring tenured faculty to pay salaries from outside grants, and staffing labs with foreign workers on temporary visas. With funding tight, investigators pursue safe projects rather than less fundable ones with uncertain but potentially path-breaking outcomes. Career prospects in science are increasingly dismal for the young because of ever-lengthening apprenticeships, scarcity of permanent academic positions, and the difficulty of getting funded.Vivid, thorough, and bold, "How Economics Shapes Science" highlights the growing gap between the haves and have-nots especially the vast imbalance between the biomedical sciences and physics/engineering and offers a persuasive vision of a more productive, more creative research system that would lead and benefit the world."

    Rather than relying on abstract generalizations and theories, van Manen offers an alternative that taps the unique nature of each human situation.The book offers detailed methodological explications and practical examples of hermeneutic-phenomenological inquiry. It shows how to orient oneself to human experience in education and how to construct a textual question which evokes a fundamental sense of wonder, and it provides a broad and systematic set of approaches for gaining experiential material that forms the basis for textual reflections.Van Manen also discusses the part played by language in educational research, and the importance of pursuing human science research critically as a semiotic writing practice. He focuses on the methodological function of anecdotal narrative in human science research, and offers methods for structuring the research text in relation to the particular kinds of questions being studied. Finally, van Manen argues that the choice of research method is itself a pedagogic commitment and that it shows how one stands in life as an educator.

    Dating sits on top of some of the largest themes of love: how to know whether or not someone is right for us; how soon to settle and how long to search; how to be at once honest and seductive; how to politely extricate oneself without causing offence. This indispensable guide teaches us about the history of dating, the reason why our dating days can be so anxious, how to optimise our attempts at dating and how to digest and overcome so-called ‘bad’ dates. The book is at once heartfelt and perceptive, and never minimises the agony, joys and confusions of our dating days and nights. It provides us with a roadmap to the varied, sometimes delightful, sometimes daunting realities of dating.

    He takes us into the secret world of "Survivor" Spoilers, where avid internet users pool their knowledge to unearth the show's secrets before they are revealed on the air. He introduces us to young "Harry Potter" fans who are writing their own Hogwarts tales while executives at Warner Brothers struggle for control of their franchise. He shows us how "The Matrix" has pushed transmedia storytelling to new levels, creating a fictional world where consumers track down bits of the story across multiple media channels.Jenkins argues that struggles over convergence will redefine the face of American popular culture. Industry leaders see opportunities to direct content across many channels to increase revenue and broaden markets. At the same time, consumers envision a liberated public sphere, free of network controls, in a decentralized media environment. Sometimes corporate and grassroots efforts reinforce each other, creating closer, more rewarding relations between media producers and consumers. Sometimes these two forces are at war.Jenkins provides a riveting introduction to the world where every story gets told and every brand gets sold across multiple media platforms. He explains the cultural shift that is occurring as consumers fight for control across disparate channels, changing the way we do business, elect our leaders, and educate our children.

    With straightforward language, weird metaphors and practical examples, it enables readers to understand human behaviour and evaluate their lives from an outsider’s perspective.Designed to challenge rather than comfort, The Art of Hunting Humans sets itself apart from anything else written in its field. The result is a sceptical, radical explanation of the mind that provides extraordinary insights into the inner worlds of human beings.Learn more: wannabewise dot comBOOK BLURB:The age-old art of human hunting is one you must orchestrate with care. In The Art of Hunting Humans, you’ll learn essential facts about Earth’s smartest primate and discover mistakes that are common among hunters while in pursuit of their prey. Whether you are an experienced hunter or a novice, this guide is essential reading. In it, you’ll learn the major steps for a hunt — from correct observation and selection of your prey to choosing the tastiest bait. It will reveal how to leverage humans’ self-ignorance and strange behaviours and expose flaws of which they are oblivious. At the end of the book, you will have the opportunity to meet the SUPERIORS — creatures like no other. You’d better be ready!Even if you’re a seasoned hunter, The Art of Hunting Humans provides extraordinary insights into human behaviour as well as tips that will blow your mind.Almost everything in this book is a trap. Enjoy!

    But what happens when this system of adjusting emotions is adapted to commercial purposes? Hochschild examines the cost of this kind of "emotional labor." She vividly describes from a humanist and feminist perspective the process of estrangement from personal feelings and its role as an "occupational hazard" for one-third of America's workforce.

    Understanding someone’s pattern of behavior is the key to successful communication. Erikson breaks down the four kinds of behavior types—Reds who are dominant and commanding, Yellows who are social and optimistic, Greens who are laid back and friendly, and Blues who are analytical and precise—and explains how to identify and interact with each type of person. Instead of being bogged down with overly technical categorizations, the simple four color system allows you to speedily identify a friend or coworker and adjust how you speak and share with them.Surrounded by Idiots is full of practical information for interacting with people based on their color, including the strengths and weaknesses of all the profiles, how to give positive and negative feedback to each, and the best way to word an email when writing to someone with a different profile.

    Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate. This widely acclaimed bestseller, in which Malcolm Gladwell explores and brilliantly illuminates the tipping point phenomenon, is already changing the way people throughout the world think about selling products and disseminating ideas.Gladwell introduces us to the particular personality types who are natural pollinators of new ideas and trends, the people who create the phenomenon of word of mouth. He analyzes fashion trends, smoking, children's television, direct mail, and the early days of the American Revolution for clues about making ideas infectious, and visits a religious commune, a successful high-tech company, and one of the world's greatest salesmen to show how to start and sustain social epidemics.