1st Edition
Relationship Marketing in Professional Services A Study of Agency-Client Dynamics in the Advertising Sector
By Aino Halinen
Copyright 1997
388 Pages
by
Routledge
392 Pages
by
Routledge
Also available as eBook on:
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.
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
Biography
Aino Halinen
