The scent and the marketing mix

Date of publication: June 15, 1991

Abstract:

This is a report on two recent exploratory studies in which these questions were addressed. Other aspects of one of these have previously been reported elsewhere, but not the data presented here. In view of the limited size and the non-representative nature of the respondent populations and their confinement to the German market, these studies make no claim to universal validity. However, in the absence of more definitive international studies and thanks to the convergence of their results in spite of major differences in experimental technique, they may serve to generate a few working hypotheses regarding the questions we have raised.

J. Stephan Jeilinek

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B. Olias du Bosque

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J. Gschwind

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Bernd Schubert

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Andreas Scharf

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