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La guerre des prix dans les parfums - De l'autodestruction d'un secteur

Author

Listed:
  • Klaus Brandmeyer

    (Institut des “Techniques des marques”)

  • Manfred Schmidt

    (Institut des “Techniques des marques”)

Abstract

La volonté d'accroître les ventes dans l'industrie des parfums se traduit par l'apparition des grandes marques hors des circuits de distribution sélective et par une guerre de prix qui peut nuire aux marques elles-mêmes. La guerre des prix dans les parfums est un article volontairement provocateur qui souhaite souligner qu'au-delà des tendances lourdes du secteur ayant une incidence sur les prix (exportations parallèles, acquisitions de marques prestigieuses par des groupes habitués au marché de masse, distribution agressive), les responsables gardent une marge de manœuvre importante pour préserver les spécificités du secteur.

Suggested Citation

  • Klaus Brandmeyer & Manfred Schmidt, 1995. "La guerre des prix dans les parfums - De l'autodestruction d'un secteur," Post-Print halshs-02926547, HAL.
    • Handle: RePEc:hal:journl:halshs-02926547
    DOI: 10.7193/DM.006.15-22
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