Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the Advertising Sector by Aino HalinenRelationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the Advertising Sector by Aino Halinen

Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the…

byAino HalinenEditorAino Halinen

Hardcover | December 16, 1996

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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.
Title:Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the…Format:HardcoverDimensions:388 pages, 9.21 × 6.14 × 1.3 inPublished:December 16, 1996Publisher:Taylor and Francis

The following ISBNs are associated with this title:

ISBN - 10:0415146070

ISBN - 13:9780415146074

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This is a fascinating analysis of the challenging marketing concept of the decade - relationship marketing. In a five-year 'fly on the wall' case study Aino Halinen explored the relationship between a Helsinki advertising agency and its international client. Using existing theory and her unique case study, she injects brand new ideas into the creation of a model for understanding agency-client relationships and looks at the most successful way to develop business relationships. Both the context and content for relationships are described, concept by concept. The roles of interaction style and relational bonds - attraction, trust and commitment - are seen as essential elements in ongoing contacts. Halinen further advances new ideas for understanding the development process by identifying critical events, phases and cycles. Written with clarity and insight, this book yields a rich topical harvest for advertising and other professional service sectors and will be an excellent source book for business school academics and advanced marketing students interested in proc