Relationship marketing in professional services : a study of agency-client dynamics in the advertising sector

Author(s)

• Halinen, Aino

Bibliographic Information

Relationship marketing in professional services : a study of agency-client dynamics in the advertising sector

Aino Halinen

（Routledge advances in management and business studies）

Routledge, 1997

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

by "Nielsen BookData"

Details

• NCID: BA29355908
• ISBN:
  • 0415146070
• Country Code: uk
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: London ; New York
• Pages/Volumes: xiv, 373 p.
• Size: 24 cm
• Classification:
  • LCC : HF5415.55
  • DC20 : 659.1/068/8
• Subject Headings:
  • LCSH : Relationship marketing
  • LCSH : Service industries -- Marketing
  • LCSH : Relationship marketing -- Finland -- Case studies
  • LCSH : Advertising agencies -- Customer services -- Finland -- Case studies
• Parent Bibliography ID:
  • BA29451978