Understanding the Marketing Exceptionality of Prestige Perfumes (PDF)
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Women have an affinity with the brand of perfume they wear. Despite huge marketing budgets, established brands' launches often fail, despite extensive marketing research and lavish resources. 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.
David Moskowitz graduated from the Sy Syms School of Business with a degree in management information systems (MIS). He then spent 5 years studying Jewish law and ethics and received rabbinic ordination. He spent his career as a data analyst using supervised and unsupervised machine learning methods. He has developed optimization platforms for product and message optimization, reducing days of analytics to several minutes. He finished a master's degree in accounting from Baruch College.
Howard Moskowitz graduated from Harvard University in 1969 with a PhD in experimental psychology. His specialty is psychophysics, combining mathematics and psychology to understand the senses. As the president of the market research company Moskowitz Jacobs, Inc., for 33 years, Howard worked with most of the most renowned consumer goods companies. He has published 26 books and more than 350 articles and chapters. He has received many awards for his contribution to marketing and market research, among them the prestigious Charles Coolidge Parlin Award from the American Marketing Association, the Chubb Award from Sigma Xi Research Society, and an Edison Award.
- Autoren: Nithda Horoszko , David Moskowitz , Howard Moskowitz
- 2018, 1. Auflage, 208 Seiten, Englisch
- Verlag: Taylor & Francis
- ISBN-10: 0429016352
- ISBN-13: 9780429016356
- Erscheinungsdatum: 28.03.2018
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- Größe: 2.39 MB
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