Understanding the Marketing Exceptionality of Prestige Perfumes

Preface

Nithda, David and Howard have been teaming up for years on the ‘Mix Tests of Perfumes by Variable Geometry’. These tests, using Mind Genomics embodied in a conjoint analysis system, ‘Ideamap’, reveal the expectations of the women with respect to the perfume brand. David’s and Howard’s contributions to the perfume expertise of Nithda provide wide knowledge of the marketing of consumer goods, creating technical support. Science and practical illumination emerge from the DNA of the five great brands surveyed in this book – a book drawn up by two friends and one son: the first one for Nithda, the first one for David; the twenty-seventh for Howard, in a unique collaboration across countries, cultures, consumers and perfumes.

Nithda writes ...