Understanding the marketing exceptionality of prestige perfumes
Author(s)
Bibliographic Information
Understanding the marketing exceptionality of prestige perfumes
(Routledge focus)
Routledge, 2018
Available at 2 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
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.
Table of Contents
- List of figures
- List of tables
- List of 'For the Professionals'
- Foreword
- Preface
- Chapter 1. Moving from a Luxury Market to a 'Mass Luxury' Market
- Chapter 2. The Principle of Affinity and DNA of a Brand
- Chapter 3. Motivations for Buying a Prestige Perfume
- Chapter 4. Introduction the Notion of DNA for a Perfume Brand
- Chapter 5. Discovering and Pinpointing the Brand DNA of Five Great Perfume Brands
- Chapter 6. Valuing Perfume Lines According to the Specific Criteria of the Brand DNA
- Chapter 7. A Case Study to Explicate the Method
- Chapter 8. How to Develop a Second/Third (or Further) Perfume of a Brand
- Chapter 9. Inside the Mind - Expectations about one's Perfume
- Chapter 10. About the Niche Brands
- Chapter 11. What we should Keep in Mind Regarding Prestige Perfumes
- Chapter 12. The Mass-Market Perfumes
- Chapter 13. About Body Sprays
- Chapter 14. Summary of the Rules for Each of the Three Perfume Categories
- A perfumer speaks... Postscript from the standpoint of the fragrance-maker (Thierry Trotobas)
- Index
by "Nielsen BookData"