Underlying Dimensions and Communications Strategies of the Advertising Agency-Client Relationship
- 1 January 1991
- journal article
- research article
- Published by Taylor & Francis in International Journal of Advertising
- Vol. 10 (2) , 151-159
- https://doi.org/10.1080/02650487.1991.11104445
Abstract
Borrowing concepts from both services and industrial marketing, this paper examines the advertising agency-client relationship, revealing that active relationship management today requires more effort than the traditional account manager-advertising department linkage. Understanding the types of advertising tasks and the roles played by decision-makers allows today's managers to develop appropriate communication strategies important in maintaining this service relationship. Managerial implications and recommendations for other service agencies are discussed as well.Keywords
This publication has 3 references indexed in Scilit:
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- A Model of Industrial Buyer BehaviorJournal of Marketing, 1973