Advertising client-agency relationships: the decision-making structure of clients
Paliwoda, S.J.; Hackley, Chris, ed. (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.Request a copy from the Strathclyde authorAbstract
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.
Creators(s): | Paliwoda, S.J.; Hackley, Chris | 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 |
Depositing user: | Mrs Jan Whiteford |
Date deposited: | 05 Mar 2010 20:53 |
Last modified: | 17 Dec 2020 02:57 |
Related URLs: | |
URI: | https://strathprints.strath.ac.uk/id/eprint/15880 |
Export data: |
CORE (COnnecting REpositories)