Parker, Lawrence - In: European Journal of Marketing 5 (1971) 3, pp. 110-115
Examines franchising as a relatively recent concept of mass marketing. Looks at the ways in which it supports its claim … of providing effective control for the customer. Investigates petrol station franchising in order to justify this claim …, looking in particular at the solus system of market expansion. Concludes that franchising is an effective tool for the …