Understanding the marketing exceptionality of prestige perfumes
Understanding the marketing exceptionality of prestige perfumes
- Routledge, 2018
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.-- -- --
9781138580787
HD INDUSTRIES. LAND USE. LABOR
Perfumes--Marketing
Perfumes industry--Management
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.-- -- --
9781138580787
HD INDUSTRIES. LAND USE. LABOR
Perfumes--Marketing
Perfumes industry--Management
