Aino Halinen

Relationship Marketing in Professional Services

A Study of Agency-Client Dynamics in the Advertising Sector

• Gebundenes Buch

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: Routledge
• Seitenzahl: 388
• Erscheinungstermin: 14. November 1996
• Englisch
• Abmessung: 240mm x 161mm x 25mm
• Gewicht: 746g
• ISBN-13: 9780415146074
• ISBN-10: 0415146070
• Artikelnr.: 20968566

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