What Matters Most in Advertising Agency Performance to Clients: Implications and Issues on Their Relationship in Hong Kong

The relationship approach has long been adopted in many oriental societies as a means to achieve business objectives. Relationship marketing, a relatively new marketing concept, is widely regarded as a modern and effective way to develop competitive advantage especially in the service industry. Most...

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Veröffentlicht in:	Journal of current issues and research in advertising 2005-09, Vol.27 (2), p.83-98
1. Verfasser:	So, Stella L. M.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising agencies Relationship marketing Statistical analysis Studies
Online-Zugang:	Volltext
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