Elisabeth Arden: la strategia e il processo di riposizionamento

Anna Zinola

Micro & Macro Marketing, 2013, issue 3, 575-584

Abstract: The beauty market feels the recession, especially in some retail channel,such as perfume shop. To face the crisis, Elizabeth Arden, cosmeticcompany since 1910, developed a repositioning process. The repositioningstrategy involves all elements of the marketing mix. The new ElizabethArden positioning stems from the brand heritage.

Keywords: repositioning; marketing mix; heritage. (search for similar items in EconPapers)
Date: 2013
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