Relationship Marketing in Franchising and Retailing

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 chapters in this book were originally published as a special issue of Journal of Strategic Marketing.

Aceasta carte ofera o introducere accesibila si cuprinzatoare in marketingul relational in franciza si retail, in special in domenii precum managementul afacerilor si marketingului, precum si marketingul strategic. Capitolele din aceasta carte au fost publicate initial ca un numar special al Journal of Strategic Marketing.