Le Marketing Olfactif Une Approche Creative Commerciale Et Juridique Du Parfum Et Des Odeurs Book PDF, EPUB Download & Read Online Free

Le marketing olfactif

Le marketing olfactif

Author: Virginie Barbet, Pierre Breese, Nathalie Guichard
Publisher: LPM
ISBN: 2878453859
Pages: 415
Year: 1999
L'odorat est sans doute l'un des sens les plus mystérieux... et pourtant il reste le moins sollicité dans notre société de consommation. Le parfum et les odeurs ouvrent un nouvel espace de créativité pour le marketing tant au niveau du produit lui-même qu'au niveau du point de vente et/ou de la communication. Dans ce premier ouvrage sur le sujet, les auteurs nous font découvrir un univers passionnant. Qu'est-ce que la création olfactive ? Le consommateur face aux odeurs L'exploitation marketing des odeurs Comment protéger une odeur ? Les enjeux pour le marketing. Aujourd'hui nous sommes aux débuts de la création olfactive avec des produits aussi étonnants que la lingerie parfumée, le fil à pêche au parfum de vanille, les sacs poubelles à l'odeur répulsive pour les chiens ou la maison senteur pain d'épices de Disneyland Paris... Avec Le Marketing Olfactif vous aurez en main les outils pour maîtriser ce sens encore sous-exploité.
Branding management

Branding management

Author: Georges Lewi, Jérôme Lacoeuilhe
Publisher: Pearson Education France
ISBN: 2744072338
Pages: 495
Year: 2007
Il est aujourd'hui impossible d'aborder le marketing, le comportement du consommateur ou la valeur des entreprises sans évoquer le pouvoir de la marque. Mais de ce formidable levier de création de valeur, encore faut-il savoir bien jouer : quand et dans quelle mesure réduire ou étendre le nombre de marques ? Peut-on encore créer de la différence en grande consommation ? Comment développer une préférence de marque ? Comment calculer une prime de marque ? Branding management est le seul "manuel" consacré à la marque et à sa gestion. Synthétique et complet, il présente et commente les réflexions de fond et les préconisations des meilleurs spécialistes américains (Aaker, Ries, Keller...) et européens (Kapferer, Semprini, Sicard, Quelch...). Les auteurs, experts reconnus, alimentent les méthodes et débats en s'appuyant sur les exemples de quelque cinq cents marques analysés comme des " case studies ". Ils apportent et commentent le verdict de la pratique, réussites ou échecs, au sein des plus grandes entreprises. Cette deuxième édition intègre les éléments à la fois théoriques et pratiques les plus récents dans l'actualité des marques : la place et le développement des marques de distributeurs, les marques de la " net economy " (Google), les liens entre marque et nostalgie, la protection juridique de la marque. Ces apports s'accompagnent d'une actualisation des données et de l'intégration de plus de 25 nouveaux cas et exercices (Puma, Morgan, Picard, Sara Lee...). Conçu comme un véritable ouvrage de formation, le livre propose dans chaque chapitre une analyse des concepts-clés, abondamment illustrée, puis prolongée par un résumé, des exercices et un mini cas. Il s'adresse aux étudiants en marketing, mais intéressera également les spécialistes de la marque, les chefs de produit et les chefs de marque en entreprises et en agences de publicité.
Düfte als geistiges Eigentum

Düfte als geistiges Eigentum

Author: Stefan Fröhlich
Publisher: Mohr Siebeck
ISBN: 3161498682
Pages: 244
Year: 2008
English summary: It is not only perfume companies which are increasingly being confronted with imitations of their products and which demand exclusive rights of use for scents. Since the court rulings of the European Court of Justice have virtually excluded the protection of scents as trademarks, Stefan Frohlich studies the various possibilities for protecting scents and perfumes in the other areas of intellectual property and by using the Unfair Competition Act. Based on a description of the scientific requirements for a legal evaluation, the author does a systematic analysis of the prerequisites for and the content of protection by copyright, industrial design law, the patent law, the utility model law and the Unfair Competition Act. In doing so, he deals with the relevant French and Dutch judicature as well as the advantages and disadvantages of the various industrial property rights for scents. German description: Ausgehend von der Problematik des Schutzes von Duften und Duftstoffen als Marke, der aufgrund der vom Europaischen Gerichtshof in der Sieckmann-Entscheidung aufgestellten Anforderungen an den Markenschutz praktisch ausgeschlossen ist, untersucht Stefan Frohlich umfassend die Schutzmoglichkeiten fur Dufte durch die ubrigen Rechtsinstitute des geistigen Eigentums. Er vermittelt zunachst die fur die rechtliche Beurteilung relevanten naturwissenschaftlichen Hintergrunde zu Duftstoffen und untersucht dann systematisch die Schutzmoglichkeiten auf den einzelnen Teilgebieten des geistigen Eigentums und durch das Lauterkeitsrecht. Dabei berucksichtigt er auch die relevante Judikatur aus dem europaischen Ausland. Jeweils gesondert behandelt werden das Urheberrecht, das Geschmacksmusterrecht, das Patentrecht, das Gebrauchsmusterrecht und schliesslich der lauterkeitsrechtliche Schutz von Betriebsgeheimnissen sowie der erganzende wettbewerbsrechtliche Leistungsschutz nach 4 Nr. 9 UWG. Der Autor bestimmt zunachst jeweils den fur das Rechtsgebiet massgeblichen Schutzgegenstand, wobei unterschieden wird zwischen dem Schutz von Dufteindrucken, Duftstoffformeln und einzelnen Duftstoffen. Sodann erfolgt eine Untersuchung der unterschiedlichen Schutzvoraussetzungen fur die einzelnen Rechte. Schliesslich setzt er sich auch mit den Vor- und Nachteilen der einzelnen Schutzmoglichkeiten auseinander. Im Ergebnis gelangt er zu unterschiedlich ausgestalteten Schutzmoglichkeiten von Duften und Duftstoffen auf samtlichen behandelten Gebieten geistigen Eigentums mit Ausnahme des Geschmacksmusterrechts.
Bibliographie nationale française

Bibliographie nationale française

Author:
Publisher:
ISBN:
Pages:
Year: 2000

The Smell Book

The Smell Book

Author: Ruth Winter
Publisher: Harpercollins
ISBN:
Pages: 176
Year: 1976

The Perfect Scent

The Perfect Scent

Author: Chandler Burr
Publisher: Macmillan
ISBN: 0312425775
Pages: 306
Year: 2009-01-06
An insider's view of the perfume industry goes behind the scenes to follow the creation of two major new fragrances--one developed in Paris for an exclusive luxury goods house, the other made in New York by a collaboration between Coty, Inc., and actress Sarah Jessica Parker. Reprint. 25,000 first printing.
Buyology

Buyology

Author: Martin Lindstrom
Publisher: Crown Business
ISBN: 0385528299
Pages: 256
Year: 2008-10-21
How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we’re barely aware of them? In BUYOLOGY, Lindstrom presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among the questions he explores: Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products? Despite government bans, does subliminal advertising still surround us – from bars to highway billboards to supermarket shelves? Can “Cool” brands, like iPods, trigger our mating instincts? Can other senses – smell, touch, and sound - be so powerful as to physically arouse us when we see a product? Do companies copy from the world of religion and create rituals – like drinking a Corona with a lime – to capture our hard-earned dollars? Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today’s consumer that will captivate anyone who’s been seduced – or turned off – by marketers’ relentless attempts to win our loyalty, our money, and our minds.
The Invention of Primitive Society

The Invention of Primitive Society

Author: Adam Kuper
Publisher: Psychology Press
ISBN: 0415009030
Pages: 264
Year: 1988
Both a critical history of anthropological theory and methods and a challenging essay in the sociology of science, The Invention of Primitive Society shows how anthropologists have tried to define the original form of human society.
Approaches To Emotion

Approaches To Emotion

Author: Klaus R. Scherer, Paul Ekman
Publisher: Psychology Press
ISBN: 1317757637
Pages: 448
Year: 2014-05-22
This sourcebook is intended as a reader in the fullest sense of that word: a work that offers researchers and students alike the opportunity to examine the many different aspects and widely divergent approaches to the study of emotion. The contributors include samples of biological, ontogenetic, ethological, psychological, sociological, and anthropological approaches.
Introduction to Action Research

Introduction to Action Research

Author: Davydd J. Greenwood, Morten Levin
Publisher: SAGE Publications
ISBN: 1483389375
Pages: 320
Year: 2006-10-18
The Second Edition of Introduction to Action Research: Social Research for Social Change makes social science matter! It focuses on how it is possible to combine practical problem solving with generating new theoretical insights. Authors Davydd J. Greenwood and Morten Levin combine a thorough discussion of the epistemological foundations of action research with a broad overview of major contemporary trends in the field.
Perfumery

Perfumery

Author: Steve Van Toller, George H. Dodd
Publisher: Springer Science & Business Media
ISBN: 9401725586
Pages: 268
Year: 2013-04-17
THE SENSE OF SMELL The nose is normally mistakenly assumed to be the organ of smell reception. It is not. The primary function of the nose is to regulate the temperature and humidity of inspired air, thereby protecting the delicate linings of the lungs. This is achieved by the breathed air passing through narrow passageways formed by three nasal turbinates in each nostril. The turbinates are covered by spongy vascular cells which can expand or contract to open or close the nasal pathways. The olfactory receptors, innervated by the 1st cranial nerve, are located at the top of the nose. There are about 50 million smell receptors in the human olfactory epithelia, the total size of which, in humans, is about that of a small postage stamp, with half being at the top of the left and half at the top of the right nostril. The receptive surfaces of olfactory cells are ciliated and extend into a covering layer of mucus. There is a constant turnover of olfactory cells. Their average active life has been estimated to be about 28 days.
The Golden Fruits

The Golden Fruits

Author: Nathalie Sarraute, Maria Jolas
Publisher: Riverrun Press
ISBN: 0714502596
Pages: 143
Year: 1980-09-01

Scent of the Vanishing Flora

Scent of the Vanishing Flora

Author: Roman Kaiser
Publisher: Wiley-VCH
ISBN: 3906390640
Pages: 400
Year: 2011-01-18
Inspired by Dougal Stermer's book 'Vanishing Flora', Roman Kaiser worked for more than ten years on collecting the scent of 267 endangered plant species worldwide. In the present volume, he invites us to a journey along the hotspots of biodiversity, all of them bearing endangered species, and discusses their scents. This compilation renders the book an important contribution to the UN International Year of Biodiversity.
Lady Gaga and Popular Music

Lady Gaga and Popular Music

Author: Martin Iddon, Melanie L. Marshall
Publisher: Routledge
ISBN: 113407994X
Pages: 302
Year: 2014-01-03
This book is a multi-faceted, interdisciplinary examination of the music and figure of Lady Gaga, combining approaches from scholars in cultural studies, art, fashion, and music. It represents one of the first scholarly volumes devoted to Lady Gaga, who has become, over a few short years, central to both popular (and, indeed, populist) as well as more scholarly thought in these areas and who, the contributors argue, is helping to shape—directly and indirectly—thought and culture both in the fields of the "scholarly" and the "everyday." Lady Gaga's output is firmly embedded in a self-consciously intellectual pop culture tradition, and her music videos are intertextually linked to icons of pop culture intelligentsia like Alfred Hitchcock and open to multiple interpretations. In examining her music and figure, this volume contributes both to debates on the status of intertextuality, held in tension with originality, and to debates on the figuring of the sexualized female body, and representations of disability. There is interest in these issues from a wide range of disciplines: popular musicology, film studies, queer studies, women’s studies, gender studies, disability studies, popular culture studies, and the burgeoning sub-discipline of aesthetics and philosophy of fashion.
Sport and social order

Sport and social order

Author: Donald W. Ball, John W. Loy
Publisher: Addison Wesley Publishing Company
ISBN:
Pages: 574
Year: 1975