Relationship Marketing in Professional Services

Relationship Marketing in Professional Services

Taylor & Francis

This is an insightful analysis of the most challenging marketing concept of the decade - relationship marketing. > Relationship marketing is one of the most challenging marketing concepts of the decade. In a five-year 'fly on the wall' case study, Halinen explores the relationship between a Helsinki advertising agency and its international client. > 1. Introduction 2. The Research Setting 3. An Interaction Framework for the Development of Advertising Agency-Client Relationships 4. Empirical Research Design 5. Development of the Advertising Agency-Client Relationship Studied 6. A Modified Process Model of Advertising Agency-Client Relationships 7. Assessment of the Study 8. Summary

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