Abstract
A descriptive analysis of marketing techniques used by Spanish and foreign franchise companies operating in Spain has been carried out. The aim was to describe and analyse the relevance of the communication resources used by these companies when providing information to their three main targeted groups: existing units (franchisees), investors who are ready to open new units (possible franchisees), and final customers of the company. The results show high use of the communication resources and, from the viewpoint of the new strategic communication theory, the conclusion suggests that these resources should be interrelated.
Full Text 
Sign-in/Register to access full text options
Sign-in/Register to access full text options 
Published version (
Free)
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
