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Synopsis
WINNER OF THE 1997 ATTICUS AWARD, STRATEGY CATEGORY
"Fantastic! Creating Ever-Cool is a 'must-read' for all manufacturers and advertising agencies that are marketing to children." Bennett Wolk, Director Worldwide Consumer Research Mattel Toys
By its very nature, "cool" is a nebulous distinction. What is cool one year, or even one month, may not be the next. Yet some products are able to remain consistently cool year-in and year-out. In their quest for a share of the $171 billion of purchases that kids influence every year, marketers strive to develop such cool products. These the author terms "Ever-Cools."
The Barbie doll represents a perfect example of an "Ever-Cool" product. Barbie rides the trends and fads, assuming various guises to reflect current coolness. Mothers who had Malibu Barbie dolls now buy Baywatch Barbies for their daughters. This is an exploration of achieving the elusive Ever-Cool status.
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About the Author
Author Gene Del Vecchio is a longtime entertainment researcher, writer, and president of his own consulting firm in Valencia, California. He has helped entertainment giants create, develop, and market blockbuster entertainment for over 30 years. Gene is also the author of two fantasy novels for young adults, one of which received the Young Adult Choice Award by the International Reading Association. His clients over the years have included The Walt Disney Company, Paramount Pictures, Starz, PBS Kids Sprout, Mattel, and MGA Entertainment.
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Creating Ever-Cool: A Marketer's Guide to a Kid's Heart
Seller: World of Books (was SecondSale), Montgomery, IL, U.S.A.
Seller rating 5 out of 5 stars
Hardback. Condition: Good. By achieving what the author terms ever-cool status, brands are able to gain young customers for life. Seller Inventory # 00071050336
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Creating Ever-Cool: A Marketer's Guide to a Kid's Heart
Seller: World of Books Inc, Montgomery, IL, U.S.A.
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Hardback. Condition: Good. By achieving what the author terms ever-cool status, brands are able to gain young customers for life. Seller Inventory # CIN1565542568G
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Creating Ever-Cool: A Marketerâs Guide to a Kidâs Heart
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Pelican Publishing (edition Illustrated), 1997
ISBN 10: 1565542568
ISBN 13: 9781565542563
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Creating Ever-Cool : A Marketer's Guide to a Kid's Heart
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Creating Ever-Cool : A Marketer's Guide to a Kid's Heart
Seller: Better World Books, Mishawaka, IN, U.S.A.
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Creating Ever-Cool : A Marketer's Guide to a Kid's Heart
Seller: Better World Books, Mishawaka, IN, U.S.A.
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Condition: Good. Former library copy. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # GRP70389749
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Creating Ever-Cool: A Marketer's Guide to a Kid's Heart
Published by
Pelican Publishing Company, 1997
ISBN 10: 1565542568
ISBN 13: 9781565542563
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Hardcover. Condition: As New. No Jacket. Pages are clean and are not marred by notes or folds of any kind. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G1565542568I2N00
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Creating Ever-Cool: A Marketerâs Guide to a Kidâs Heart
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Creating Ever-Cool: A Marketerâs Guide to a Kidâs Heart
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Creating Ever-cool: A Marketer's Guide to a Kid's Heart
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