Understanding the marketing exceptionality of prestige perfumes
Material type: TextLanguage: English Publication details: Routledge, 2018ISBN:- 9781138580787
Item type | Current library | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|
Book | TBS Barcelona Libre acceso | HD9999.P3932 HOR (Browse shelf(Opens below)) | Available | B01511 |
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HD9999 MCN Luxury | HD9999 MER Luxury sales force management | HD9999 MOS Digital channels and social media management in luxury markets | HD9999.P3932 HOR Understanding the marketing exceptionality of prestige perfumes | HD9999.P3934 TOR Puig | HD9999 SIC Luxury, lies, and marketing : shattering the illusions of the luxury brand | HD9999 SIL Trading up |
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.-- -- --