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Understanding the marketing exceptionality of prestige perfumes / Nithda Horoszko, David Moskowitz and Howard Moskowitz.
Lippincott Library HD9999.P3932 H67 2018
Available
- Format:
- Book
- Author/Creator:
- Horoszko, Nithda, author.
- Moskowitz, David, author.
- Moskowitz, Howard R., author.
- Language:
- English
- Subjects (All):
- Perfumes--Marketing.
- Perfumes.
- Perfumes industry--Management.
- Perfumes industry.
- Management.
- Physical Description:
- xix, 187 pages : illustrations ; 23 cm
- Place of Publication:
- Abingdon, Oxon ; New York, NY : Routledge, 2018.
- 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.
- Notes:
- Includes bibliographical references and index.
- Local Notes:
- Acquired for the Penn Libraries with assistance from the Alumni and Friends Memorial Book Fund.
- ISBN:
- 9781138580787
- 1138580783
- OCLC:
- 1018224606
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