Understanding the Marketing Exceptionality of Prestige Perfumes

by David Moskowitz, Nithda Horoszko, Howard Moskowitz

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 1138580783
• ISBN13: 9781138580787
• Release Date: March 2018
• Publisher: Routledge
• Length: 188 Pages
• Weight: 0.86 lbs.
• Dimensions: 0.5" x 5.5" x 8.5"