Understanding The Marketing Exceptionality Of Prestige Perfumes

Author : Nithda Horoszko
Publisher : Routledge
ISBN 13 : 0429016352
Total Pages : 188 pages
Book Rating : 4.56/5 ( download)

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Download or read book Understanding the Marketing Exceptionality of Prestige Perfumes written by Nithda Horoszko and published by Routledge. This book was released on 2018-03-28 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Nithda Horoszko
Publisher : Routledge
ISBN 13 : 0429016344
Total Pages : 183 pages
Book Rating : 4.49/5 ( download)

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Download or read book Understanding the Marketing Exceptionality of Prestige Perfumes written by Nithda Horoszko and published by Routledge. This book was released on 2018-03-28 with total page 183 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Niklas Bruun
Publisher : Cambridge University Press
ISBN 13 : 1108484603
Total Pages : 531 pages
Book Rating : 4.02/5 ( download)

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Download or read book Transition and Coherence in Intellectual Property Law written by Niklas Bruun and published by Cambridge University Press. This book was released on 2021-01-07 with total page 531 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume is for students and scholars of intellectual property law, practitioners seeking creative arguments from across the field, and policymakers searching for solutions to changing social and technological issues. The book explores the tensions between two fundamentally competing demands made of IP law.

Author : Fabrizio Mosca
Publisher :
ISBN 13 : 9780077172220
Total Pages : pages
Book Rating : 4.21/5 ( download)

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Download or read book Distribution Strategies in Luxury Markets written by Fabrizio Mosca and published by . This book was released on 2014-12 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Carol Benedict
Publisher : Univ of California Press
ISBN 13 : 0520262778
Total Pages : 351 pages
Book Rating : 4.75/5 ( download)

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Download or read book Golden-Silk Smoke written by Carol Benedict and published by Univ of California Press. This book was released on 2011-04-10 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Tobacco has been pervasive in China almost since its introduction from the Americas in the mid-sixteenth century. One-third of the world's smokers--over 350 million--now live in China, and they account for 25 percent of worldwide smoking-related deaths. This book examines the deep roots of China's contemporary "cigarette culture" and smoking epidemic and provides one of the first comprehensive histories of Chinese consumption in global and comparative perspective"--Provided by publisher.

Author : Jean-Noel Kapferer
Publisher :
ISBN 13 : 9780788193545
Total Pages : 341 pages
Book Rating : 4.46/5 ( download)

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Download or read book Strategic Brand Management written by Jean-Noel Kapferer and published by . This book was released on 2000-07-01 with total page 341 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Strategic Brand Management" deals with the concept and practice of brand management in its totality. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands. Three new chapters have been included which concentrate on the life span of brands by looking at: the sources of challenges to brand equity; factors which dictate a brand's life expectancy; and revitalisation strategies for declining brands. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging brands. Given the increasing attention paid to brands by the business to business sector, the service sector and producers of luxury goods, much more reference is made to these markets.

Author : Al Ries
Publisher : Harper Collins
ISBN 13 : 0061983675
Total Pages : 239 pages
Book Rating : 4.72/5 ( download)

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Download or read book The 22 Immutable Laws of Branding written by Al Ries and published by Harper Collins. This book was released on 2009-10-06 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding. Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so. The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.

Author : Sianne Ngai
Publisher : Harvard University Press
ISBN 13 : 0674041526
Total Pages : 433 pages
Book Rating : 4.23/5 ( download)

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Download or read book Ugly Feelings written by Sianne Ngai and published by Harvard University Press. This book was released on 2009-07-01 with total page 433 pages. Available in PDF, EPUB and Kindle. Book excerpt: Envy, irritation, paranoia—in contrast to powerful and dynamic negative emotions like anger, these non-cathartic states of feeling are associated with situations in which action is blocked or suspended. In her examination of the cultural forms to which these affects give rise, Sianne Ngai suggests that these minor and more politically ambiguous feelings become all the more suited for diagnosing the character of late modernity. Along with her inquiry into the aesthetics of unprestigious negative affects such as irritation, envy, and disgust, Ngai examines a racialized affect called “animatedness,” and a paradoxical synthesis of shock and boredom called “stuplimity.” She explores the politically equivocal work of these affective concepts in the cultural contexts where they seem most at stake, from academic feminist debates to the Harlem Renaissance, from late-twentieth-century American poetry to Hollywood film and network television. Through readings of Herman Melville, Nella Larsen, Sigmund Freud, Alfred Hitchcock, Gertrude Stein, Ralph Ellison, John Yau, and Bruce Andrews, among others, Ngai shows how art turns to ugly feelings as a site for interrogating its own suspended agency in the affirmative culture of a market society, where art is tolerated as essentially unthreatening. Ngai mobilizes the aesthetics of ugly feelings to investigate not only ideological and representational dilemmas in literature—with a particular focus on those inflected by gender and race—but also blind spots in contemporary literary and cultural criticism. Her work maps a major intersection of literary studies, media and cultural studies, feminist studies, and aesthetic theory.

Author : John Griffith Urang
Publisher : Cornell University Press
ISBN 13 : 9780801476532
Total Pages : 240 pages
Book Rating : 4.34/5 ( download)

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Download or read book Legal Tender written by John Griffith Urang and published by Cornell University Press. This book was released on 2010 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Through close readings of a diverse selection of films and novels from the former GDR, Urang offers an eye-opening account of the ideological stakes of love stories in East German culture.

Author : Enrico Manicardi
Publisher :
ISBN 13 : 9781620490174
Total Pages : 337 pages
Book Rating : 4.7X/5 ( download)

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Download or read book Free from Civilization written by Enrico Manicardi and published by . This book was released on 2013-07-01 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: In clear, impassioned prose, Enrico Manicardi analyzes the evils of our age from their genesis. This or that economic, technological or cultural model is not to blame for our current crisis; the blame lies with economics, technology and culture as such. It is the ideology of fear that makes us afraid. It is the mentality of domination that jeopardizes all of our relationships. In short, the problem is civilization. Through its oppressive classes, values and processes that pervade everyone's life, civilization domesticates us, weakens our perceptiveness and distances us from the living world. We must radically change our way of thinking, feeling and behaving before it's too late-we must dam the flood of devitalization that is washing over us, and return to our wilder natures, both inside and outside ourselves. Manicardi's appeal is crystal clear: if we are to survive we must begin to search inside ourselves, not to celebrate the distant past as if it were a cult, but to return to ourselves, to grip life with our own two hands, and build upon that earlier ecocentric conscience which once held the place of the egocentric conscience now leading us astray. Enrico Manicardi was born in 1966 and is a member of La Scintilla, the Society for Libertarian Culture of Modena. A lawyer and founder of the antiauthoritarian media project "Infection," he has also played guitar and written music for an eponymous band since the 1980s. His lifelong wish has been to live in a free, radically off-kilter, ecologically sound world, one characterized by warm, spontaneous, non-hierarchical relationships rather than those consecrated by the cult of technology. Troubled by the way people have succumbed to a civilization that estranges, domesticates and regulates everything and everyone, he continues to protest against the modern world's project to enslave us. This book augurs the rise of an increasingly harmonious chorus loud enough to put an end to that project.