Understanding the marketing exceptionality of prestige perfumes
Auteur :
Horoszko, Nithda / Moskowitz, David / Moskowitz, Howard
Éditeur :
Taylor & Francis Ltd
ISBN :
9781138580787
Date de publication :
27 mars 2018
Dimensions :
21,6 x 13,8 cm
Poids :
400 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Women have an affinity with the brand of perfume they wear. Despite huge marketing budgets, established brands’ launches often fail, despite extensive marketing research and lavish resources. 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.