Creating Ever-Cool: A Marketer's Guide to a Kid's Heart

by Gene Del Vecchio

Overview

By achieving what the author terms ever-cool status, brands are able to gain young customers for life.

Product Details

ISBN-13:	9781565542563
Publisher:	Arcadia Publishing SC
Publication date:	09/30/1997
Pages:	256
Product dimensions:	5.50(w) x 8.50(h) x (d)

About the Author

Author Gene Del Vecchio is the president of his own consulting firm in Valencia, California. He is the former senior partner, director of planning research in the Los Angeles office of Ogilvy Mather Worldwide, the world's sixth-largest agency network. While there, he developed products targeted toward children for companies including Baskin-Robbins, Disney, Good Humor-Breyers, Hershey, Kraft Foods, and Mattel.