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

Marianela Fornerino () and Christine de Gaudemaris ()
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Marianela Fornerino: MKT - Marketing - EESC-GEM Grenoble Ecole de Management
Christine de Gaudemaris: MKT - Marketing - EESC-GEM Grenoble Ecole de Management

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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.

Keywords: Relationship marketing; sales network; selective retailing of perfumes; réseau de vente; distribution sélective de parfum; Marketing relationnel (search for similar items in EconPapers)
Date: 2003
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Published in 2003, 18 p

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