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Exploring the relationship between women and their choice of perfume, this book challenges traditional marketing strategies that frequently fail despite significant investment. Through case studies of brands like Jill Sander, Estee Lauder, and Dior, it reveals how established marketing practices can obstruct the launch of new fragrances, offering insights into more effective approaches for success in the perfume industry.
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Understanding the Marketing Exceptionality of Prestige Perfumes, Nithda Horoszko, Howard Moskowitz, David Moskowitz
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- Année de publication
- 2018
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