Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the Advertising Sector
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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account team activities adaptation processes advertising agency advertising agency-client relationships advertising services agency's assignment processes attraction Avanti Billnas and Torma brief business exchange business relationship buyer-seller campaign client company client relationships client's marketing communication company's concept Consumer Products Group context cooperation coordination creative critical events cycle development of advertising development of agency-client economic empirical Erkki Yrjola exchange processes favourable personal relationships Figure Finland Finnish Fiskars corporation garden tools gross margin Halinen Head Office Helsinki IMP Group important increased individual influence Ingmar Lindberg inter-firm knowledge interaction orientation interaction processes interaction style interviews investment initiative invoicing Kauppalehti Malmi Marja marketing strategy Markkinointi Topitorma Matti Ranta Moller and Wilson Nordic countries parties partner perceived outcomes personnel phase planning potential Product Manager relational bonds relational infrastructure relationship development relationship with Billnas Roll-Sharp Roni Bensky satisfaction scissors service outcome task temporal Torma's team unit relationships studied Virola Wilson and Mummalaneni