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Understanding the marketing exceptionality of prestige perfumes

Contributor(s): Material type: TextTextLanguage: English Publication details: Routledge, 2018ISBN:
  • 9781138580787
Subject(s):
Contents:
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.-- -- --
Holdings
Item type Current library Call number Status Date due Barcode
Book TBS Barcelona Libre acceso HD9999.P3932 HOR (Browse shelf(Opens below)) Available B01511

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.-- -- --

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