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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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Horoszko, Nithda (Autor), Moskowitz, David (Autor), Moskowitz, Howard R. (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London : Routledge, 2018.
Edición:1st edition.
Temas:
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Moving from a luxury market to a "mass luxury" market
  • The principle of affinity and DNA of a brand
  • Motivations for buying a prestige perfume
  • Introduction the notion of DNA for a perfume brand
  • Discovering & pinpointing the brand DNA of five great perfume brands
  • Valuing perfume lines according to the specific criteria of the brand DNA
  • A case study to explicate the method
  • How to develop a second/third (or further) perfume of a brand
  • Inside the mind : expectations about one's perfume
  • About the niche brands
  • What we should keep in mind regarding prestige perfumes
  • The mass market perfumes
  • About body sprays
  • Summary of the rules for each of the three perfume categories
  • Index.