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 9781412934299
Full text not available in this repository.Abstract
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 |
|---|---|
| ID code: | 15880 |
| 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 |
| Related URLs: | |
| Depositing user: | Mrs Jan Whiteford |
| Date Deposited: | 05 Mar 2010 20:53 |
| Last modified: | 12 Sep 2012 13:33 |
| URI: | http://strathprints.strath.ac.uk/id/eprint/15880 |
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