Understanding The Marketing Exceptionality Of Prestige Perfumes

Author : Nithda Horoszko,David Moskowitz,Howard Moskowitz
Publisher : Routledge
Page : 188 pages
File Size : 44,9 Mb
Release : 2018-03-28
Category : Business & Economics
ISBN : 9780429016356

Get Book

Understanding the Marketing Exceptionality of Prestige Perfumes by Nithda Horoszko,David Moskowitz,Howard Moskowitz Pdf

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,David Moskowitz,Howard Moskowitz
Publisher : Routledge
Page : 183 pages
File Size : 52,5 Mb
Release : 2018-03-28
Category : Business & Economics
ISBN : 9780429016349

Get Book

Understanding the Marketing Exceptionality of Prestige Perfumes by Nithda Horoszko,David Moskowitz,Howard Moskowitz Pdf

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,Vincent Bastien
Publisher : Kogan Page Publishers
Page : 408 pages
File Size : 43,7 Mb
Release : 2012-09-03
Category : Business & Economics
ISBN : 9780749464929

Get Book

The Luxury Strategy by Jean-Noël Kapferer,Vincent Bastien Pdf

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,Graeme B. Dinwoodie,Marianne Levin,Ansgar Ohly
Publisher : Cambridge University Press
Page : 531 pages
File Size : 51,8 Mb
Release : 2021-01-07
Category : Law
ISBN : 9781108484602

Get Book

Transition and Coherence in Intellectual Property Law by Niklas Bruun,Graeme B. Dinwoodie,Marianne Levin,Ansgar Ohly Pdf

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 : Unknown
Page : 128 pages
File Size : 41,9 Mb
Release : 2014-12
Category : Electronic
ISBN : 0077172221

Get Book

Distribution Strategies in Luxury Markets by Fabrizio Mosca Pdf

Author : Jean-Noel Kapferer
Publisher : Unknown
Page : 341 pages
File Size : 52,8 Mb
Release : 2000-07-01
Category : Electronic
ISBN : 0788193546

Get Book

Strategic Brand Management by Jean-Noel Kapferer Pdf

"Strategic Brand Management" deals with the concept and practice of brand management in its totality. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands. Three new chapters have been included which concentrate on the life span of brands by looking at: the sources of challenges to brand equity; factors which dictate a brand's life expectancy; and revitalisation strategies for declining brands. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging brands. Given the increasing attention paid to brands by the business to business sector, the service sector and producers of luxury goods, much more reference is made to these markets.

Author : Carol Benedict
Publisher : Univ of California Press
Page : 351 pages
File Size : 49,7 Mb
Release : 2011-04-10
Category : History
ISBN : 9780520262775

Get Book

Golden-Silk Smoke by Carol Benedict Pdf

"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"--Publisher's description.

Author : Enrico Manicardi
Publisher : Unknown
Page : 337 pages
File Size : 43,6 Mb
Release : 2013-07-01
Category : Civilization
ISBN : 162049017X

Get Book

Free from Civilization by Enrico Manicardi Pdf

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 : Fredric Jameson
Publisher : Verso Books
Page : 688 pages
File Size : 41,7 Mb
Release : 2020-05-05
Category : Literary Criticism
ISBN : 9781789602999

Get Book

Archaeologies of the Future by Fredric Jameson Pdf

In an age of globalization characterized by the dizzying technologies of the First World, and the social disintegration of the Third, is the concept of utopia still meaningful? Archaeologies of the Future, Jameson's most substantial work since Postmodernism, Or, the Cultural Logic of Late Capitalism, investigates the development of this form since Thomas More, and interrogates the functions of utopian thinking in a post-Communist age. The relationship between utopia and science fiction is explored through the representations of otherness . alien life and alien worlds . and a study of the works of Philip K. Dick, Ursula LeGuin, William Gibson, Brian Aldiss, Kim Stanley Robinson and more. Jameson's essential essays, including "The Desire Called Utopia," conclude with an examination of the opposing positions on utopia and an assessment of its political value today.

Author : Sianne Ngai
Publisher : Harvard University Press
Page : 433 pages
File Size : 48,7 Mb
Release : 2009-07-01
Category : Literary Criticism
ISBN : 9780674041523

Get Book

Ugly Feelings by Sianne Ngai Pdf

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 : A. Maxwell
Publisher : Springer
Page : 290 pages
File Size : 41,5 Mb
Release : 2014-08-05
Category : History
ISBN : 9781137277145

Get Book

Patriots Against Fashion by A. Maxwell Pdf

During the era of the French revolution, patriots across Europe tried to introduce a national uniform. This book, the first comparative study of national uniform schemes, discusses case studies from Austria, Bulgaria, England, France, Germany, Hungary, Italy, the Netherlands, Spain, Sweden, Turkey the United States, and Wales.

Author : Monika Albrecht
Publisher : Routledge
Page : 234 pages
File Size : 51,5 Mb
Release : 2019-06-19
Category : Literary Collections
ISBN : 9781000007824

Get Book

Postcolonialism Cross-Examined by Monika Albrecht Pdf

Taking a strikingly interdisciplinary and global approach, Postcolonialism Cross-Examined reflects on the current status of postcolonial studies and attempts to break through traditional boundaries, creating a truly comparative and genuinely global phenomenon. Drawing together the field of mainstream postcolonial studies with post-Soviet postcolonial studies and studies of the late Ottoman Empire, the contributors in this volume question many of the concepts and assumptions we have become accustomed to in postcolonial studies, creating a fresh new version of the field. The volume calls the merits of the field into question, investigating how postcolonial studies may have perpetuated and normalized colonialism as an issue exclusive to Western colonial and imperial powers. The volume is the first to open a dialogue between three different areas of postcolonial scholarship that previously developed independently from one another: • the wide field of postcolonial studies working on European colonialism, • the growing field of post-Soviet postcolonial/post-imperial studies, • the still fledgling field of post-Ottoman postcolonial/post-imperial studies, supported by sideways glances at the multidirectional conditions of interaction in East Africa and the East and West Indies. Postcolonialism Cross-Examined looks at topics such as humanism, nationalism, multiculturalism, nostalgia, and the Anthropocene in order to piece together a new, broader vision for postcolonial studies in the twenty-first century. By including territories other than those covered by the postcolonial mainstream, the book strives to reframe the “postcolonial” as a genuinely global phenomenon and develop multidirectional postcolonial perspectives.

Author : John Griffith Urang
Publisher : Cornell University Press
Page : 240 pages
File Size : 54,6 Mb
Release : 2010
Category : German fiction
ISBN : 0801476534

Get Book

Legal Tender by John Griffith Urang Pdf

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.

Author : Walter D. Mignolo,Arturo Escobar
Publisher : Routledge
Page : 423 pages
File Size : 54,7 Mb
Release : 2013-10-18
Category : Philosophy
ISBN : 9781317966715

Get Book

Globalization and the Decolonial Option by Walter D. Mignolo,Arturo Escobar Pdf

This is the first book in English profiling the work of a research collective that evolved around the notion of "coloniality", understood as the hidden agenda and the darker side of modernity and whose members are based in South America and the United States. The project called for an understanding of modernity not from modernity itself but from its darker side, coloniality, and proposes the de-colonization of knowledge as an epistemological restitution with political and ethical implications. Epistemic decolonization, or de-coloniality, becomes the horizon to imagine and act toward global futures in which the notion of a political enemy is replaced by intercultural communication and towards an-other rationality that puts life first and that places institutions at its service, rather than the other way around. The volume is profoundly inter- and trans-disciplinary, with authors writing from many intellectual, transdisciplinary, and institutional spaces. This book was published as a special issue of Cultural Studies.

Author : Jean-Noël Kapferer
Publisher : Simon and Schuster
Page : 360 pages
File Size : 53,5 Mb
Release : 1994
Category : Business & Economics
ISBN : 9780029170458

Get Book

Strategic Brand Management by Jean-Noël Kapferer Pdf

"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.