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1. Friend or a foe - Understanding the Client agency relationship in advertising industry
Rezumat:With the advertising budgets growing fabulously and the competition among the advertising agencies soaring up, the clients have become more demanding and expecting state of the art services. On the other hand, advertising agencies are striving to provide excellent services to give value to the client’s moneys worth by employing the best creative teams. Consequently, client-agency relationship is even more prone to stress and strain than ever before. The relationship ranges from very strong warm relationship to very poor bickering relationship. The nature of relationship of advertisers with their agencies is studied in the article.
Autor(i):P. AMMANI
Publicat în:Revista Română de Marketing 1/2012 [Volume 7, Issue 1] (ianuarie-martie)
Cod citare:2824

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