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.

This wide-ranging volume presents in-depth research into the effect of new information technologies on organizational structure, assesses their progress towards transformation and describes the changes they are making to long-established business process roles, cultures and working practices.
The book is based upon a series of rolling surveys carried out between 1989 and the present day, and funded by leading organizations such as IBM and KPMG. It provides a detailed picture of a sector in transition during a period of anxiety and doubt dominated by restructuring, downsizing and...

Is marketing coming to an end? The authors explore the present state of marketing scholarship and put forward a variety of visions of marketing in the twenty first century.