Relationship marketing in professional services: a study of agency-client dynamics in the advertising sector

Book Cover; Title; Contents; List of figures; List of tables; Preface; Acknowledgements; INTRODUCTION; The business relationship concept; Existing models of the development of business relationships; THE RESEARCH SETTING; Research strategy; Structure of the study; AN INTERACTION FRAMEWORK FOR THE DEVELOPMENT OF ADVERTISING AGENCY-CLIENT RELATIONSHIPS; The nature of advertising markets and advertising services; Context of advertising agency-client relationships; Prerequisites for starting a business relationship; The content and development process of advertising agency-client relationships.