"酷"不只是一种状态、一种名人效应、一种美国式的坚持，更是一种商业精神。在对市场的探索中，极具影响力的营销专家诺亚?柯纳和纽约巴尼百货公司创意总监、CEO金恩·普列斯曼发现了令人惊叹的市场普遍规律。柯纳和普列斯曼这两人的跨界组合，揭示了在市场中流行趋势表象之后更深层的秘密，展示了与消费者维系持久关系的重要性，重新定义了如何才能吸引精明的消费者。他们在《酷效应》这本多维度、非常有趣并且可读性很强的书中，通过研究变化不断的"酷"，向大家展示这其中的经验及应吸取的教训。领会了这些，你的品牌或富有创意的项目即会在当今这个复杂的市场中脱颖而出。（"Cool" is not just a state, a celebrity effect, a type of American-style insistence, but a business spirit. In their market exploration, the highly influential marketing expert Noah Kerner and the creative director and CEO Gene Pressmen of Proenza Schouler discovered the amazing universal market law. They both have carried cross-border cooperation and thus revealed the deep secret behind the popular trend presentation in the market, showed the importance of maintaining the lasting relation with consumers, and redefined the methods of attracting shrewd consumers. In this multi-dimensional, very interesting and highly readable book, they present the experience and lessons to be learned by studying the changing "cool". When you understanding this point, you will see your brand or creative project stand out from the current complicated market. ）