Undermarketed! Why some operators short themselves on advertising

Steven C Michael

Research output: Contribution to journalArticlepeer-review


Franchising carries many advantages for hospitality chains and unit owners, but maintaining appropriate advertising levels may not be one of them.

Original languageEnglish (US)
Pages (from-to)64-71
Number of pages8
JournalCornell Hotel and Restaurant Administration Quarterly
Issue number2
StatePublished - Apr 2002

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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