Marketing information resources in franchise companies

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.