MARC Record from marc_columbia

LEADER: 03747cam a2200541Mi 4500
001 14737500
005 20201026130030.0
006 m o d
007 cr cn|||||||||
008 180208s2018 enka o 000 0 eng d
035 $a(OCoLC)on1022757816
035 $a(NNC)14737500
040 $aTYFRS$beng$erda$epn$cTYFRS$dCNCGM$dOCLCQ$dU3W$dOCLCQ$dUWO$dTYFRS$dOCLCO$dOCLCF$dOCLCQ$dOCLCO$dS2H
020 $a9780429507113$q(e-book)
020 $a0429507119
035 $a(OCoLC)1022757816
050 4 $aHD9999.P3932
072 7 $aBUS000000$2bisacsh
072 7 $aBUS043000$2bisacsh
072 7 $aBUS043020$2bisacsh
072 7 $aBUS043060$2bisacsh
072 7 $aBUS070090$2bisacsh
082 14 $a[E]
082 04 $a[E]
082 04 $aSCEB035055
082 04 $aSCEB035065
082 04 $aSCEB035075
049 $aZCUA
100 1 $aNithda, Horoszko,$eauthor.
245 10 $aUnderstanding the Marketing Exceptionality of Prestige Perfumes /$ceditors, David Moskowitz, Howard Moskowitz.
250 $aFirst edition.
264 1 $aLondon :$bTaylor and Francis,$c2018.
300 $a1 online resource :$btext file, PDF
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
520 2 $a"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."--Provided by publisher.
505 0 $aChapter 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 Introducing 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 specific criteria of 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.
650 0 $aPerfumes$xMarketing.
650 0 $aPerfumes industry$xManagement.
650 7 $aPerfumes$xMarketing.$2fast$0(OCoLC)fst01057975
655 0 $aElectronic books.
655 4 $aElectronic books.
700 1 $aMoskowitz, David,$eauthor.
700 1 $aMoskowitz, Howard,$eauthor.
776 0 $z9780429016356$z9780429016349
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio14737500$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS