Le marketing olfactif

Titre : Le marketing olfactif
Auteur : Virginie Barbet
Éditeur : LPM
ISBN-13 : 2878453859
Libération : 1999

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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.

D fte als geistiges Eigentum

Titre : D fte als geistiges Eigentum
Auteur : Stefan Fröhlich
Éditeur : Mohr Siebeck
ISBN-13 : 3161498682
Libération : 2008

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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.

Neuromarketing in Action

Titre : Neuromarketing in Action
Auteur : Patrick M Georges
Éditeur : Kogan Page Publishers
ISBN-13 : 9780749469283
Libération : 2013-12-03

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Neuromarketing in Action provides an in-depth review of how the brain functions and the ways in which it unconsciously influences consumer behaviour. It shows both the scientific frameworks and the practical applications of this increasingly popular marketing tool. Referencing many global brands such as such as Aston Martin, Hermes, Virgin, Facebook, Ralph Lauren and Fuji, the authors, whose background covers both neuroscience and marketing, showcase the latest thinking on brain function and intelligence, and on the subconscious influences on consumer behaviour. Neuromarketing in Action then examines the ways in which marketing efficiency can be improved through the satisfaction of the customer's senses, emotions, memory and conscience and looks at the impact on current marketing activities such as selling methods, sensory marketing and product modification, and on future strategies like value innovation, sensory brands, increased interaction with social networks and permission marketing.

In the Bubble

Titre : In the Bubble
Auteur : John Thackara
Éditeur : MIT Press
ISBN-13 : 0262250373
Libération : 2006-02-17

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We're filling up the world with technology and devices, but we've lost sight of an important question: What is this stuff for? What value does it add to our lives? So asks author John Thackara in his new book, In the Bubble: Designing for a Complex World. These are tough questions for the pushers of technology to answer. Our economic system is centered on technology, so it would be no small matter if "tech" ceased to be an end-in-itself in our daily lives. Technology is not going to go away, but the time to discuss the end it will serve is before we deploy it, not after. We need to ask what purpose will be served by the broadband communications, smart materials, wearable computing, and connected appliances that we're unleashing upon the world. We need to ask what impact all this stuff will have on our daily lives. Who will look after it, and how?In the Bubble is about a world based less on stuff and more on people. Thackara describes a transformation that is taking place now -- not in a remote science fiction future; it's not about, as he puts it, "the schlock of the new" but about radical innovation already emerging in daily life. We are regaining respect for what people can do that technology can't. In the Bubble describes services designed to help people carry out daily activities in new ways. Many of these services involve technology -- ranging from body implants to wide-bodied jets. But objects and systems play a supporting role in a people-centered world. The design focus is on services, not things. And new principles -- above all, lightness -- inform the way these services are designed and used. At the heart of In the Bubble is a belief, informed by a wealth of real-world examples, that ethics and responsibility can inform design decisions without impeding social and technical innovation.

The Smell Book

Titre : The Smell Book
Auteur : Ruth Winter
Éditeur : Harpercollins
ISBN-13 : STANFORD:36105122755429
Libération : 1976

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Ruth Winter A été écrit sous une forme ou une autre pendant la plus grande partie de sa vie. Vous pouvez trouver autant d'inspiration de The Smell Book Aussi informatif et amusant. Cliquez sur le bouton TÉLÉCHARGER ou Lire en ligne pour obtenir gratuitement le livre de titre $ gratuitement.

The Book of Perfumes

Titre : The Book of Perfumes
Auteur : Eugene Rimmel
Éditeur :
ISBN-13 : HARVARD:32044107227621
Libération : 1865

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Eugene Rimmel A été écrit sous une forme ou une autre pendant la plus grande partie de sa vie. Vous pouvez trouver autant d'inspiration de The Book of Perfumes Aussi informatif et amusant. Cliquez sur le bouton TÉLÉCHARGER ou Lire en ligne pour obtenir gratuitement le livre de titre $ gratuitement.

Luxury Retail Management

Titre : Luxury Retail Management
Auteur : Michel Chevalier
Éditeur : John Wiley & Sons
ISBN-13 : 9780470830291
Libération : 2012-01-13

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Noted experts offer invaluable insights into the glamorous world of luxury retail Luxury Retail Management is your gold-plated ticket to the glamorous world of luxury retail. Defining all the tools that are necessary to manage luxury stores, from the analysis of location and design concept, to the selection, training, and motivation of the staff, the book covers everything you need to know to enter, expand, understand, and succeed in the world of luxury retail. Reaching the luxury customer is no longer the domain of the exclusive salon—the global luxury market boom and the phenomenal growth of luxury stores now views the retail sector as key to driving brand profitability. In dealing with this rapid change, luxury brands have experienced a steep learning curve and accumulated bags of retail expertise. And while some of the luxury retail rules and models in this book are exclusive to the luxury market, many have lessons for the whole retail sector. Examines the essential aspects of luxury customer relationship management, personal sales, and the customer experience Delves into the sophisticated business models that luxury brands have developed based on a mix of directly-operated-stores and wholesale Covers the management essentials—distribution, location, design, merchandising, pricing, brand promotion, and the management agenda for success Written by respected experts Michel Chevalier and Michel Gutsatz, who lend their solid academic credentials and professional expertise to the subject, Luxury Retail Management asks and answers the questions that retail professionals need to understand in order to thrive in the luxury market.

Iridescences

Titre : Iridescences
Auteur : Serge Berthier
Éditeur : Springer Science & Business Media
ISBN-13 : 9780387341194
Libération : 2007-01

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Lepidoptera and Coleoptera – butterflies and beetles - are the most beautifully colored insects we can find. This book explores the origin of these brilliant colors from a physics perspective, beginning with the simplest question: Why Colors? The author masterfully explains at an introductory level the coloring of insects and illustrates his points with more than 240 brilliant figures. The book is a rich source for optical physicists, biologists, and teachers alike.

The Interrogation

Titre : The Interrogation
Auteur : J. M. G. Le Clezio
Éditeur : Simon and Schuster
ISBN-13 : 9781439159743
Libération : 2010-03-09

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From the original Atheneum edition jacket, 1964. "J.M.G. Le Clézio, revelation of the literary year" ran the headline of the Paris Express after last year's prizes had been awarded. The Goncourt jury was locked five to five until its president used his double vote to give the prize to the older candidate. Ten minutes later the Renaudot jury elected the candidate they thought they might lose to the other prize. Most of the literary sections ran their prize news putting the Renaudot first, in order to feature the twenty-three-year-old discovery that was rocking Paris literary circles. What is The Interrogation? Most likely a myth without distinct delineations. A very solitary young man, Adam Pollo, perhaps the first man, perhaps the last, has a very remarkable interior adventure. He concentrates and he discovers ways of being, ways of seeing. He enters into animals, into a tree.... He has no business, no distractions; he is at the complete disposal of life. All of life, that is, except the society of his own species -- and so the story ends. "This is the next phase after the 'the new novel,'" wrote the critics. Kafka they said; a direct descendant of Joyce, they said. Beckett they said. Like nothing else, they said. One hundred thousand Frenchmen bought it. They said it was strange and beautiful. Finally the real voice of the young, said the critics. "I like J. D. Salinger," said Mr. Le Clézio, and that was all he said. His remarkable first book will soon be published all over the world and much more will be said.

Perfumes

Titre : Perfumes
Auteur : Luca Turin
Éditeur : Profile Books
ISBN-13 : 9781847651525
Libération : 2010-08-06

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'I've long wished perfumery to be taken seriously as an art, and for scent critics to be as fierce as opera critics, and for the wearers of certain "fragrances" to be hissed in public, while others are cheered. This year has brought Perfumes: The Guide by Luca Turin and Tania Sanchez, which I breathed in, rather than read, in one delighted gulp.' Hilary Mantel, Guardian Perfumes: The Guide is the culmination of Turin's lifelong obsession and rare scientific flair and Sanchez's stylish and devoted blogging about every scent that she's ever loved and loathed. Together they make a fine and utterly persuasive argument for the unrecognised craft of perfume-making. Perfume writing has certainly never been this honest, compelling or downright entertaining.