Aino Halinen

Relationship Marketing in Professional Services (eBook, ePUB)

A Study of Agency-Client Dynamics in the Advertising Sector

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 392
• Erscheinungstermin: 12. November 2012
• Englisch
• ISBN-13: 9781134758135
• Artikelnr.: 38261997

Autorenporträt

Aino Halinen

Inhaltsangabe

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