Relationship marketing in professional services : a study of agency-client dynamics in the advertising sector /

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This is an insightful analysis of the most challenging marketing concept of the decade - relationship marketing.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Halinen, Aino, 1961-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; New York : Routledge, 1997.
Colección:Routledge advances in management and business studies.
Temas:
Relationship marketing.
Service industries > Marketing.
Relationship marketing > Finland > Case studies.
Advertising agencies > Customer services > Finland > Case studies.
Marketing relationnel.
Services (Industrie) > Marketing.
Marketing relationnel > Finlande > Études de cas.
Agences de publicité > Service à la clientèle > Finlande > Études de cas.
Advertising agencies > Customer services
Relationship marketing
Service industries > Marketing
Finland
Electronic books.
Case studies
Case studies.
Études de cas.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Book Cover; Title; Contents; List of figures; List of tables; Preface; Acknowledgements; INTRODUCTION; The business relationship concept; Existing models of the development of business relationships; THE RESEARCH SETTING; Research strategy; Structure of the study; AN INTERACTION FRAMEWORK FOR THE DEVELOPMENT OF ADVERTISING AGENCY-CLIENT RELATIONSHIPS; The nature of advertising markets and advertising services; Context of advertising agency-client relationships; Prerequisites for starting a business relationship; The content and development process of advertising agency-client relationships.

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