Buch, Englisch, 388 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 746 g
Reihe: Routledge Advances in Management and Business Studies
A Study of Agency-Client Dynamics in the Advertising Sector
Buch, Englisch, 388 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 746 g
Reihe: Routledge Advances in Management and Business Studies
ISBN: 978-0-415-14607-4
Verlag: Routledge
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.
Autoren/Hrsg.
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Weitere Infos & Material
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