Anna Zinola

Elisabeth Arden: la strategia e il processo di riposizionamento

  • Abstract

Informations and abstract

Keywords: repositioning, marketing mix, heritage.

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.

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