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Research papers

A scientific explanation of the role of fragrance in branding

According to marketing guru Philip Kotler: 'most products now come across as interchangeable commodities rather than powerful brands'. This has happened because consumer goods' brands, in particular, have failed to evolve and develop emotional...

Catalogue: Fragrance 2007
Author: David Thomson
Company: MMR Research Worldwide Ltd
November 14, 2007
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Citation

Thomson, D. (2007a, November 14). A scientific explanation of the role of fragrance in branding. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-scientific-explanation-of-the-role-of-fragrance-in-branding


Research papers

Myths and realities of the global young consumer

This paper examines the extent to which the old cliche think global, act local is relevant when marketing to young children. We argue that this hypothesis is most definitely valid for youth markets on a global basis. A global strategy is valid...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: David Thomson, Graham Woodham
October 22, 1997
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Citation

Thomson and Woodham (1997a, October 22). Myths and realities of the global young consumer . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/myths-and-realities-of-the-global-young-consumer-