S.M. Makhnusha
Analysis of franchising form of brand use from the point of view of marketing of innovations
(original language – Ukrainian)
In this article the author analyses franchising form of brand use from the point of view of marketing of innovations, in peculiar defines place, role and particularities of franchising in the process of marketing of innovation on its way from the manufacturer to the consumer. Survey of the contemporary state and problems of franchising in Ukraine is conducted.
Key words: franchising, brand, innovation, marketing of innovations.
Placed in №1, 2011.
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