Managing the franchisor-franchisee relationship: A relationship marketing perspective
(2010)
Journal Article
Watson, A., & Johnson, R. (2010). Managing the franchisor-franchisee relationship: A relationship marketing perspective. Journal of Marketing Channels, 17(1), 51-68. https://doi.org/10.1080/10466690903436305
Since the emergence of the relationship marketing paradigm, researchers have increasingly considered why some efforts at relationship marketing are more successful than others. This article explores this subject within the context of a particular for... Read More about Managing the franchisor-franchisee relationship: A relationship marketing perspective.