Relationship Marketing in Franchising and Retailing

Relationship Marketing in Franchising and Retailing
Author :
Publisher : Taylor & Francis
Total Pages : 140
Release :
ISBN-10 : 9781000847826
ISBN-13 : 1000847829
Rating : 4/5 (829 Downloads)

Book Synopsis Relationship Marketing in Franchising and Retailing by : Park Thaichon

Download or read book Relationship Marketing in Franchising and Retailing written by Park Thaichon and published by Taylor & Francis. This book was released on 2023-03-31 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers an accessible and comprehensive introduction to relationship marketing in franchising and retailing, especially in areas such as business and marketing management as well as strategic marketing. The topics this book covers include (but is not limited to): (1) relationships in the context of e-commerce within the franchising sector; (2) franchisees with multiple stakeholder roles: perceptions and conflict in franchise networks; (3) why franchisors recruit franchisees from the ranks of their employees; (4) franchisee advisory councils and justice; and (5) determinants of overall franchisee satisfaction. This book is ideal for students, practitioners and professionals interested in Relationship Marketing, Customer Services, and Marketing Communications. The chapters in this book were originally published as a special issue of Journal of Strategic Marketing.


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