Relationship marketing in professional services : a study of agency-client dynamics in the advertising sector
Author(s)
Bibliographic Information
Relationship marketing in professional services : a study of agency-client dynamics in the advertising sector
（Routledge advances in management and business studies）
Routledge, 1997
Available at 24 libraries
Note
Includes bibliographical references (p. 345-356) and index
Description and Table of Contents
Description
Relationship marketing is one of the most challenging marketing concepts of the decade. In a five-year 'fly on the wall' case study, Halinen explores the relationship between a Helsinki advertising agency and its international client.
Table of Contents
1. Introduction 2. The Research Setting 3. An Interaction Framework for the Development of Advertising Agency-Client Relationships 4. Empirical Research Design 5. Development of the Advertising Agency-Client Relationship Studied 6. A Modified Process Model of Advertising Agency-Client Relationships 7. Assessment of the Study 8. Summary
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