Understanding the marketing exceptionality of prestige perfumes:
Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother's perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive...
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
London
Routledge
2018
|
| Ausgabe: | 1st edition. |
| Schlagwörter: | |
| Links: | https://learning.oreilly.com/library/view/-/9780429016349/?ar |
| Zusammenfassung: | Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother's perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this? This text is a first in the field to recognize that fine fragrance cannot be treated as any other product. With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes. Authored by two leading market researchers, this study analyses the 'five great brands' of the perfume industry and demonstrates how to value perfume lines according to 'brand DNA'. This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market. |
| Beschreibung: | "Routledge Focus.". - Includes bibliographical references and index. - Vendor-supplied metadata |
| Umfang: | 1 Online-Ressource illustrations |
| ISBN: | 9780429016349 0429016344 9780429507113 9780429016356 0429016352 9780429016332 0429016336 0429507119 |
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| spelling | Horoszko, Nithda VerfasserIn aut Understanding the marketing exceptionality of prestige perfumes Nithda Horoszko, David Moskowitz and Howard Moskowitz 1st edition. London Routledge 2018 1 Online-Ressource illustrations Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier "Routledge Focus.". - Includes bibliographical references and index. - Vendor-supplied metadata Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother's perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this? This text is a first in the field to recognize that fine fragrance cannot be treated as any other product. With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes. Authored by two leading market researchers, this study analyses the 'five great brands' of the perfume industry and demonstrates how to value perfume lines according to 'brand DNA'. This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market. Perfumes Marketing Perfumes industry Management TECHNOLOGY & ENGINEERING ; Chemical & Biochemical Perfumes ; Marketing Moskowitz, David VerfasserIn aut Moskowitz, Howard R. VerfasserIn aut 9781138580787 Erscheint auch als Druck-Ausgabe 9781138580787 |
| spellingShingle | Horoszko, Nithda Moskowitz, David Moskowitz, Howard R. Understanding the marketing exceptionality of prestige perfumes Perfumes Marketing Perfumes industry Management TECHNOLOGY & ENGINEERING ; Chemical & Biochemical Perfumes ; Marketing |
| title | Understanding the marketing exceptionality of prestige perfumes |
| title_auth | Understanding the marketing exceptionality of prestige perfumes |
| title_exact_search | Understanding the marketing exceptionality of prestige perfumes |
| title_full | Understanding the marketing exceptionality of prestige perfumes Nithda Horoszko, David Moskowitz and Howard Moskowitz |
| title_fullStr | Understanding the marketing exceptionality of prestige perfumes Nithda Horoszko, David Moskowitz and Howard Moskowitz |
| title_full_unstemmed | Understanding the marketing exceptionality of prestige perfumes Nithda Horoszko, David Moskowitz and Howard Moskowitz |
| title_short | Understanding the marketing exceptionality of prestige perfumes |
| title_sort | understanding the marketing exceptionality of prestige perfumes |
| topic | Perfumes Marketing Perfumes industry Management TECHNOLOGY & ENGINEERING ; Chemical & Biochemical Perfumes ; Marketing |
| topic_facet | Perfumes Marketing Perfumes industry Management TECHNOLOGY & ENGINEERING ; Chemical & Biochemical Perfumes ; Marketing |
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