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  • UNDERSTANDING THE MARKETING EXCEPTIONALITY OF PRESTIGE PERFUMES
    ebook
    UNDERSTANDING THE MARKETING EXCEPTIONALITY OF PRESTIGE PERFUMES
    NITHDA HOROSZKO / DAVID MOSKOWITZ / HOWARD MOSKOWITZ
    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 fie...

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