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

Author

Listed:
  • Marianela Fornerino

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

  • Christine de Gaudemaris

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

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.

Suggested Citation

  • Marianela Fornerino & Christine de Gaudemaris, 2003. "Le marketing relationnel dans le secteur de la distribution sélective de parfums : Le cas Marionnaud," Grenoble Ecole de Management (Post-Print) hal-00451477, HAL.
    • Handle: RePEc:hal:gemptp:hal-00451477
    Note: View the original document on HAL open archive server: http://hal.grenoble-em.com/hal-00451477
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