Understanding the Marketing Exceptionality of Prestige Perfumes

Understanding the Marketing Exceptionality of Prestige Perfumes
Author: Nithda Horoszko
Publisher: Routledge
Total Pages: 183
Release: 2018-03-28
Genre: Business & Economics
ISBN: 0429016344

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.

Understanding the Marketing Exceptionality of Prestige Perfumes

Understanding the Marketing Exceptionality of Prestige Perfumes
Author: Nithda Horoszko
Publisher: Routledge
Total Pages: 188
Release: 2018-03-28
Genre: Business & Economics
ISBN: 0429016352

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.

The Luxury Strategy

The Luxury Strategy
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
Total Pages: 408
Release: 2012-09-03
Genre: Business & Economics
ISBN: 0749464925

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.

Transition and Coherence in Intellectual Property Law

Transition and Coherence in Intellectual Property Law
Author: Niklas Bruun
Publisher: Cambridge University Press
Total Pages: 531
Release: 2021-01-07
Genre: Law
ISBN: 1108484603

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.

Golden-Silk Smoke

Golden-Silk Smoke
Author: Carol Benedict
Publisher: Univ of California Press
Total Pages: 351
Release: 2011-04-10
Genre: History
ISBN: 0520262778

"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.

Legal Tender

Legal Tender
Author: John Griffith Urang
Publisher: Cornell University Press and Cornell University Library
Total Pages: 237
Release: 2011-06-15
Genre: Literary Criticism
ISBN: 0801460069

At first glance, romance seems an improbable angle from which to write a cultural history of the German Democratic Republic. By most accounts the GDR was among the most dour and disciplined of socialist states, so devoted to the rigors of Stalinist aesthetics that the notion of an East German romantic comedy was more likely to generate punch lines than lines at the box office. But in fact, as John Urang shows in Legal Tender, love was freighted as a privileged site for the negotiation and reorganization of a surprising array of issues in East German public culture between 1949 and 1989. 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. Throughout its forty-year existence the East German state was plagued with an ongoing problem of legitimacy. The love story's unique and unpredictable mix of stabilizing and subversive effects gave it a peculiar status in the cultural sphere. Urang shows how love stories could mediate the problem of social stratification, providing a language with which to discuss the experience of class antagonism without undermining the Party's legitimacy. But for the Party there was danger in borrowing legitimacy from the romantic plot: the love story's destabilizing influences of desire and drive could just as easily disrupt as reconcile. A unique contribution to German studies, Legal Tender offers remarkable insights into the uses and capacities of romance in modern Western culture.

Archaeologies of the Future

Archaeologies of the Future
Author: Fredric Jameson
Publisher: Verso Books
Total Pages: 688
Release: 2020-05-05
Genre: Literary Criticism
ISBN: 1789602998

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.