Relationship Marketing in Professional Services - A Study of Agency-Client Dynamics in the Advertising Sector

Informationen zum Autor Aino Halinen Klappentext 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. Zusammenfassung This is an insightful analysis of the most challenging marketing concept of the decade - relationship marketing. Inhaltsverzeichnis 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

Dettagli sul prodotto

• Autori: Aino Halinen, Halinen Aino
• Editore: Taylor & Francis Ltd.
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 14.11.1996
• EAN: 9780415146074
• ISBN: 978-0-415-14607-4
• Pagine: 388
• Serie: Routledge Advances in Management and Business Studies; Routledge Advances in Manageme; Routledge Advances in Management and Business Studies
• Categorie: Guide e manuali > Diritto, professione, finanze; Scienze sociali, diritto, economia > Economia > Tematiche generali, enciclopedie; BUSINESS & ECONOMICS / Marketing / General, Finland, BUSINESS & ECONOMICS / Industries / Media & Communications, BUSINESS & ECONOMICS / Sales & Selling / General, Sales & marketing, Advertising Industry, Sales and marketing