Research Papers

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ESOMAR's Research Papers are conference presentations from world's leading marketing, advertising and market research professionals.
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26.06.09

The fragrance cocktail

The unique cultural values prevalent in Russia have a deep impact on the appeal of prestige perfume brands to Russian female consumers – a “premium segment” that has been introduced...


15.05.2005

How American fragrance brands can effectively address multi-cultural differences

New perfume launches from leading American brands are often disappointing abroad, especially in France in comparison to their success in the United States. Leading American brands in other industries...


16.03.2003

GPS - Generating Perfume Sparkles by Global Positioning System
Prestige feminine perfumes in France

This paper describes the 'GPS' approach, which consists of defining the right target for the next perfume of the brand 'XYZ' and of point out the concepts to which this target is sensitive. The aim of...



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