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

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.

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• Item metadata

  Item type:	Book Section
  ID code:	15880
  Dates:	Date Event 31 October 2009 Published
  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:	18 Jan 2023 12:12
  Related URLs:	Publisher
  URI:	https://strathprints.strath.ac.uk/id/eprint/15880