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Understanding the marketing exceptionality of prestige perfumes / Nithda Horoszko, David Moskowitz & Howard Moskowitz.
| Author/creator | Horoszko, Nithda |
| Other author | Moskowitz, David. |
| Other author | Moskowitz, Howard R. |
| Format | Electronic |
| Edition | 1st Edition. |
| Publication Info | New York : Routledge, 2018. |
| Description | pages cm |
| Supplemental Content | Full text available from eBooks on EBSCOhost |
| Supplemental Content | Full text available from Taylor & Francis eBooks |
| Subjects |
| 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. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2017060829 |
| ISBN | 9781138580787 (hardback) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | ✔ Available |