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Advertising client-agency relationships: the decision-making structure of clients

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

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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
Depositing user: Mrs Jan Whiteford
Date deposited:05 Mar 2010 20:53
Last modified:15 Mar 2019 01:19
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URI:https://strathprints.strath.ac.uk/id/eprint/15880
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