TY  - BOOK
AU  - Moskowitz, Howard
AU  - Horoszko, Nithda
AU  - Moskowitz, David
TI  - Understanding the marketing exceptionality of prestige perfumes
SN  - 9781138580787
PY  - 2018///
CY  - 
PB  - Routledge
KW  - HD INDUSTRIES. LAND USE. LABOR
KW  - Perfumes
KW  - Marketing
KW  - Perfumes industry
KW  - Management
N1  - 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.--; --; --
ER  -