Howard Moskowitz – författare

Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother’s perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this?

This text is a first in the field to recognize that fine fragrance cannot be treated as any other product.

With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes. Authored by two leading market researchers, this study analyses the ‘five great brands’ of the perfume industry and demonstrates how to value perfume lines according to ‘brand DNA’.

This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market.

Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother’s perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this?

This text is a first in the field to recognize that fine fragrance cannot be treated as any other product.

With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes. Authored by two leading market researchers, this study analyses the ‘five great brands’ of the perfume industry and demonstrates how to value perfume lines according to ‘brand DNA’.

This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market.

In food product development, as in all new product development, time is money. This is the first book that describes and explains food development from the point of view of the consumer rather than from the top down approach. Innovative development starts with the consumers and makes use of new disrupting technologies to describe the process. Combining research from experienced and international top quality contributors, it defines the more nuanced development solutions that are becoming available. Coverage includes the use of artificial intelligence, big data and other new technologies that add to the new product development (NPD) process and help to create successful products with shorter lead times. It includes case studies from around the world that consider aspects of consumer behaviour as well as consumer responses to market research. Aimed at all those involved in new product development, e.g. marketing personnel, food engineers and manufacturers as well as food scientists, this book will provide a fascinating insight into this exciting area of research.

The advent of artificial intelligence (AI) is associated with relevant changes in how we live today. AI has the potential to significantly enhance daily decision-making by providing tailored, data-dependent insights and aiding in intricate analysis. AI-based systems will be around us, helping and advising us in our everyday tasks. However, how well do these systems perform in their quest to "replace" the human brain?

A "meter," a procedure for comparing the outcomes obtained by artificial intelligence systems with those obtained by human systems, is necessary to address this issue. This "meter" is Mind Genomics, a new emerging science that delves into the science of how we, as humans, organize and respond to information.

To evaluate whether there are differences in the results obtained by AI-based systems and human-based experiments based on ''Outer Psychophysics'' were designed and implemented. Thus, four experiments in crucial areas of our lives are selected and cover education, family stress, and environmental and governmental policies. For each area, a Mind Genomic experiment is designed, defining four topics (silos). Then, the elements contained in each of the silos were generated twice, once by humans and then by an AI-based system. Evaluating both systems'' performance requires comparing the results obtained by both experiments.

The analysis of the study cases is disciplined, rich in scientific tools, and presented with methods. Through a blend of theoretical exploration, case studies, and practical applications, this book aims to inspire readers with the potential of the fusion of Mind Genomics and AI to empower innovation, enhance user experiences, and bring forth a more nuanced understanding of human thought.

Whether the reader is a student, a researcher in the field of social and political sciences, or simply curious about the evolving landscape of science and technology, we hope this book will serve as an invitation to explore how we can harmonize human and machine intelligence to better navigate the complex world around us.