Understanding the Marketing Exceptionality of Prestige Perfumes PDF Download
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Author: Nithda Horoszko
Publisher: Routledge
ISBN: 0429016344
Category : Business & Economics
Languages : en
Pages : 183
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Book Description
Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother’s perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this? This text is a first in the field to recognize that fine fragrance cannot be treated as any other product. 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. Authored by two leading market researchers, this study analyses the ‘five great brands’ of the perfume industry and demonstrates how to value perfume lines according to ‘brand DNA’. This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market.
Author: Nithda Horoszko
Publisher: Routledge
ISBN: 0429016344
Category : Business & Economics
Languages : en
Pages : 183
Get Book Here
Book Description
Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother’s perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this? This text is a first in the field to recognize that fine fragrance cannot be treated as any other product. 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. Authored by two leading market researchers, this study analyses the ‘five great brands’ of the perfume industry and demonstrates how to value perfume lines according to ‘brand DNA’. This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market.
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749464925
Category : Business & Economics
Languages : en
Pages : 408
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Book Description
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
Author: Niklas Bruun
Publisher: Cambridge University Press
ISBN: 1108484603
Category : Law
Languages : en
Pages : 531
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Book Description
This volume is for students and scholars of intellectual property law, practitioners seeking creative arguments from across the field, and policymakers searching for solutions to changing social and technological issues. The book explores the tensions between two fundamentally competing demands made of IP law.
Author: Fabrizio Mosca
Publisher:
ISBN: 9780077172220
Category :
Languages : en
Pages :
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Book Description
Author: Carol Benedict
Publisher: Univ of California Press
ISBN: 0520262778
Category : History
Languages : en
Pages : 351
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Book Description
"Tobacco has been pervasive in China almost since its introduction from the Americas in the mid-sixteenth century. One-third of the world's smokers--over 350 million--now live in China, and they account for 25 percent of worldwide smoking-related deaths. This book examines the deep roots of China's contemporary "cigarette culture" and smoking epidemic and provides one of the first comprehensive histories of Chinese consumption in global and comparative perspective"--Provided by publisher.
Author:
Publisher:
ISBN: 9788175541092
Category :
Languages : en
Pages :
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Book Description
Author: Sianne Ngai
Publisher: Harvard University Press
ISBN: 0674041526
Category : Literary Criticism
Languages : en
Pages : 433
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Book Description
Envy, irritation, paranoia—in contrast to powerful and dynamic negative emotions like anger, these non-cathartic states of feeling are associated with situations in which action is blocked or suspended. In her examination of the cultural forms to which these affects give rise, Sianne Ngai suggests that these minor and more politically ambiguous feelings become all the more suited for diagnosing the character of late modernity. Along with her inquiry into the aesthetics of unprestigious negative affects such as irritation, envy, and disgust, Ngai examines a racialized affect called “animatedness,” and a paradoxical synthesis of shock and boredom called “stuplimity.” She explores the politically equivocal work of these affective concepts in the cultural contexts where they seem most at stake, from academic feminist debates to the Harlem Renaissance, from late-twentieth-century American poetry to Hollywood film and network television. Through readings of Herman Melville, Nella Larsen, Sigmund Freud, Alfred Hitchcock, Gertrude Stein, Ralph Ellison, John Yau, and Bruce Andrews, among others, Ngai shows how art turns to ugly feelings as a site for interrogating its own suspended agency in the affirmative culture of a market society, where art is tolerated as essentially unthreatening. Ngai mobilizes the aesthetics of ugly feelings to investigate not only ideological and representational dilemmas in literature—with a particular focus on those inflected by gender and race—but also blind spots in contemporary literary and cultural criticism. Her work maps a major intersection of literary studies, media and cultural studies, feminist studies, and aesthetic theory.
Author: Enrico Manicardi
Publisher:
ISBN: 9781620490174
Category : Civilization
Languages : en
Pages : 337
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Book Description
In clear, impassioned prose, Enrico Manicardi analyzes the evils of our age from their genesis. This or that economic, technological or cultural model is not to blame for our current crisis; the blame lies with economics, technology and culture as such. It is the ideology of fear that makes us afraid. It is the mentality of domination that jeopardizes all of our relationships. In short, the problem is civilization. Through its oppressive classes, values and processes that pervade everyone's life, civilization domesticates us, weakens our perceptiveness and distances us from the living world. We must radically change our way of thinking, feeling and behaving before it's too late-we must dam the flood of devitalization that is washing over us, and return to our wilder natures, both inside and outside ourselves. Manicardi's appeal is crystal clear: if we are to survive we must begin to search inside ourselves, not to celebrate the distant past as if it were a cult, but to return to ourselves, to grip life with our own two hands, and build upon that earlier ecocentric conscience which once held the place of the egocentric conscience now leading us astray. Enrico Manicardi was born in 1966 and is a member of La Scintilla, the Society for Libertarian Culture of Modena. A lawyer and founder of the antiauthoritarian media project "Infection," he has also played guitar and written music for an eponymous band since the 1980s. His lifelong wish has been to live in a free, radically off-kilter, ecologically sound world, one characterized by warm, spontaneous, non-hierarchical relationships rather than those consecrated by the cult of technology. Troubled by the way people have succumbed to a civilization that estranges, domesticates and regulates everything and everyone, he continues to protest against the modern world's project to enslave us. This book augurs the rise of an increasingly harmonious chorus loud enough to put an end to that project.
Author: Magdalena Karolak
Publisher: Springer Nature
ISBN: 9811515298
Category : Political Science
Languages : en
Pages : 256
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Book Description
The book analyzes recent changes to the identities and cultures of the GCC countries. These important transformations have gone largely unnoticed due to the fast-paced changes in the region that affect all aspects of society. The volume unpacks these transformations by looking from a holistic perspective at the intersections of language, arts, education, political culture, city, regional alliances and transnational identities. It offers selected case studies based on original research carried out in the region. Chapter 7, ‘Identity Lost & Found: Architecture and Identity Formation in Kuwait and the Gulf’, of this book is available open access under a CC BY 4.0 license at link.springer.com
Author: John Griffith Urang
Publisher: Cornell University Press
ISBN: 9780801476532
Category : Fiction
Languages : en
Pages : 240
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Book Description
Through close readings of a diverse selection of films and novels from the former GDR, Urang offers an eye-opening account of the ideological stakes of love stories in East German culture.
