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Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the Advertising Sector de Aino Halinen

Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the Advertising Sector: Routledge Advances in Management and Business Studies

Autor Aino Halinen
en Limba Engleză Hardback – 14 noi 1996
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.
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Specificații

ISBN-13: 9780415146074
ISBN-10: 0415146070
Pagini: 388
Dimensiuni: 156 x 234 x 33 mm
Greutate: 0.49 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Advances in Management and Business Studies

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate

Cuprins

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

Descriere

This is an insightful analysis of the most challenging marketing concept of the decade - relationship marketing.