Elisabeth Arden: la strategia e il processo di riposizionamento
Are you already subscribed?
Login to check
whether this content is already included on your personal or institutional subscription.
Abstract
The beauty market feels the recession, especially in some retail channel, such as perfume shop. To face the crisis, Elizabeth Arden, cosmetic company since 1910, developed a repositioning process. The repositioning strategy involves all elements of the marketing mix. The new Elizabeth Arden positioning stems from the brand heritage.
Keywords
- repositioning
- marketing mix
- heritage
