Relationship Marketing in Franchising and Retailing (eBook, ePUB)

Redaktion: Thaichon, Park; Weaven, Scott; Frazer, Lorelle

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 140
• Erscheinungstermin: 31. März 2023
• Englisch
• ISBN-13: 9781000847840
• Artikelnr.: 67310124

Autorenporträt

Park Thaichon is Associate Professor of Marketing at the School of Business, University of Southern Queensland, Australia. His research, teaching, and consulting focus are on digital marketing, technology, relationship marketing, and consumer behaviour. Lorelle Frazer is Dean of the School of Business and Creative Industries at the University of the Sunshine Coast in Australia. Her research focuses on franchising relationships, and she has been honoured by the Franchise Council of Australia for her 'significant contributions to the education of the Australian franchise community'. Scott Weaven is Professor and Head of the Department of Marketing at Griffith University, Australia. His recent research has focused on examining digital, relational and hybridized methods of international market entry, e-commerce and encroachment issues in franchise systems, hybrid sales structures, online relationship marketing and consumer sentiment analysis and market segmentation in a variety of business contexts.

Inhaltsangabe

Introduction: Relationship marketing in franchising and retailing 1.
Consumer attitude and intention toward ridesharing 2. Collaboration,
communication, support, and relationships in the context of e-commerce
within the franchising sector 3. Franchisees with multiple stakeholder
roles: perceptions and conflict in franchise networks 4. Why franchisors
recruit franchisees from the ranks of their employees 5. Franchisee
advisory councils and justice: franchisees finding their voice 6.
Determinants of overall franchisee satisfaction: application of the
performance feedback theory