Paliwoda, S.J. (2009) Advertising client-agency relationships: the decision-making structure of clients. In: Advertising. Sage Library in Marketing, 1 . Sage Publications, London. ISBN 9781412934299Full text not available in this repository.
Focuses on the client's relationship with its advertising agency to examine advertising client-agency roles in campaign planning. Seeks to establish who buys, and to verify the role of the campaign process from a decision-making perspective. Begins with a review of the relevant literature and then outlines a survey of 900 companies undertaken by the authors. Gives some recommendations based on the survey results.
|Item type:||Book Section|
|Notes:||Also published in European Journal of Marketing; Volume: 30; Issue: 8; 1996|
|Keywords:||advertising, decision making, purchasing, Marketing. Distribution of products, Social Sciences (General)|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
Social Sciences > Social Sciences (General)
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Mrs Jan Whiteford|
|Date Deposited:||05 Mar 2010 20:53|
|Last modified:||12 Sep 2012 13:33|
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