BAYİLİKLERİN PAZARLAMA İÇERİSİNDEKİ YERİ VE ÖNEMİ

Yıl 1985, Sayı: 7, 153 - 159, 01.01.1985

Emir Erden

Öz

This article emphasizes franchising’s role in marketing and tries to show that franchising is a more rational way of distributing goods than free channcl system which manufacturers have no control on it. In fact, franchising is one of the ways of establishing an organized vertical marketing system and involves a contractual arrangement between origianiting supp-liers (producers) and/or merchant middlcmcn. Franchising can help moving goods more rapidly from producers to consumers at every step in a distribution channel.

Reflection of this theme at macro level is that improving wholesaling and retailing Systems structure in a country will be possible by using such a distribution systems extensively.

Anahtar Kelimeler

bayilikler, işletme

Kaynakça

• Emir Erden