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Relationship Marketing in Franchising and Retailing
Paperback
ISBN13: 9781032427997
Publisher: Routledge
Published: Oct 9 2024
Pages: 130
Weight: 0.54
Height: 0.30 Width: 6.85 Depth: 9.69
Language: English
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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