Titolo Elisabeth Arden: la strategia e il processo di riposizionamento Periodico Micro & macro marketing Anno: 2013 - Volume: 66 - Fascicolo: 3 - Pagina iniziale: 575 - Pagina finale: 584
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.