Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the Advertising Sector [Hardcover]

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.This is an insightful analysis of the most challenging marketing concept of the decade - relationship marketing.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. SummaryUS? 1997 Aino Halinen