Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the Advertising Sector / Edition 1

by Aino Halinen

Overview

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.

Product Details

ISBN-13:	9780415146074
Publisher:	Taylor & Francis
Publication date:	11/14/1996
Series:	Routledge Advances in Management and Business Studies
Pages:	388
Product dimensions:	6.12(w) x 9.19(h) x (d)

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