Le marketing relationnel dans le secteur de la distribution sélective de parfums : Le cas Marionnaud

Abstract : Within the theoretical framework of Relationship Marketing, this article analyses the new dimensions of the sales network of cosmetics and perfumes focussing on the four main players: the supplier, the retailer, the counsellor (sales assistant) and the consumer. It stresses the evolution of the relationships between these payers, particularly the partnership-like relationship between suppliers and retailers. An illustration will be given using the case of Marionnaud, the new French leader in the selective retailing of perfumes.
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Marianela Fornerino, Christine de Gaudemaris. Le marketing relationnel dans le secteur de la distribution sélective de parfums : Le cas Marionnaud. 2003, 18 p. ⟨hal-00451477⟩

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