{"product_id":"understanding-the-marketing-exceptionality-of-prestige-perfumes-1","title":"Understanding the Marketing Exceptionality of Prestige Perfumes","description":"\u003cp\u003eWomen 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? \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis text is a first in the field to recognize that fine fragrance cannot be treated as any other product.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eWith 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’. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry.\u003cem\u003e Understanding the Marketing Exceptionality of Prestige Perfumes\u003c\/em\u003e will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market.\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":54236805497176,"sku":"9781032570167","price":31.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781032570167.jpg?v=1779337814","url":"https:\/\/agendabookshop.com\/products\/understanding-the-marketing-exceptionality-of-prestige-perfumes-1","provider":"Agenda Bookshop","version":"1.0","type":"link"}