Delécolle, Thierry; Parguel, Béatrice - Université Paris-Dauphine (Paris IX) - 2010
Over 180 years old, the Mauboussin jeweler's shop looks like a rebellious child on the Place Vendôme (Paris, France) since Dominique Frémont took over almost ten years ago. Alain Nemarq, the President, explains the marketing strategy he has used since his arrival in 2002. He also details the...