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

by Routledge

  • ISBN: 9780415146074
  • ISBN10: 0415146070

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

by Routledge

  • Binding: Hardcover
  • Publisher: Routledge
  • Publish date: 01/01/1997
  • ISBN: 9780415146074
  • ISBN10: 0415146070
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Description: This is a fascinating analysis of the challenging marketing concept of the decade - relationship marketing. In a five-year 'fly on the wall' case study Aino Halinen explored the relationship between a Helsinki advertising agency and its international client. Using existing theory and her unique case study, she injects brand new ideas into the creation of a model for understanding agency-client relationships and looks at the most successful way to develop business relationships. Both the context and content for relationships are described, concept by concept. The roles of interaction style and relational bonds - attraction, trust and commitment - are seen as essential elements in ongoing contacts. Halinen further advances new ideas for understanding the development process by identifying critical events, phases and cycles. Written with clarity and insight, this book yields a rich topical harvest for advertising and other professional service sectors and will be an excellent source book for business school academics and advanced marketing students interested in processual research.
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