Hot English 2016

This fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers.

This essential reference guide to strategies and solutions for urban planning in hot arid environments reflects the journey toward many cities, towns and villages in Iran, which are documented and presented in the form of case studies and comparative analysis.

This book contains the full proceedings of the 2015 Academy of Marketing Science Annual Conference held in Denver, Colorado.