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

ISBN-13: 9780415146074 / Angielski / Twarda / 1996 / 388 str.

Aino Halinen

Opis

This text is an analysis of a marketing concept that has emerged in recently - relationship marketing. In a five-year fly on the wall case study, Aino Halinen explores the relationship between a Helsinki advertising agency and its international client.This book offers an insight into the advertising and other professional service sectors and should appeal as a source book for business school academics and advanced marketing students interested in processual research.

Spis treści

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

O autorze

Aino Halinen