9780415146074

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

by
  • ISBN13:

    9780415146074

  • ISBN10:

    0415146070

  • Format: Hardcover
  • Copyright: 1996-12-16
  • Publisher: Routledge
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Supplemental Materials

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Summary

This is a fascinating analysis of one of the most challenging marketing concepts of the decade--relationship marketing. In a five-year "fly on the wall" case study, Aino Halinen explores the relationship between a Helsinki advertising agency and its international client. 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 processual research.

Table of Contents

List of figuress viii(1)
List of tables ix(3)
Preface xii(1)
Acknowledgements xiii
1 INTRODUCTION
1(14)
1.1 Research area
1(2)
1.2 The business relationship concept
3(2)
1.3 Existing models of the development of business relationships
5(10)
2 THE RESEARCH SETTING
15(9)
2.1 The purpose of the study and its theoretical underpinnings
15(3)
2.2 Research strategy
18(5)
2.3 Structure of the study
23(1)
3 AN INTERACTION FRAMEWORK FOR THE DEVELOPMENT OF ADVERTISING AGENCY--CLIENT RELATIONSHIPS
24(47)
3.1 The nature of advertising markets and advertising services
26(6)
3.2 Context of advertising agency--client relationships
32(12)
3.3 Prerequisites for starting a business relationship
44(3)
3.4 The Content and development process of advertising agency--client relationships
47(18)
3.5 Critical events in relatinship development
65(1)
3.6 Summary of the framework--the a priori process model
66(5)
4 EMPIRICAL RESEARCH DESIGN
71(19)
4.1 Selection of the empirical case
71(3)
4.2 The research process
74(2)
4.3 Data collection
76(7)
4.4 Data analysis
83(2)
4.5 Data quality
85(5)
5 DEVELOPMENT OF THE ADVERTISING AGENCY--CLIENT RELATIONSHIP STUDIED
90(89)
5.1 The interacting companies and their development
90(8)
5.2 Development of the business relationship between the marketing unit of fiskars Oy Ab and Markkinointi Topitorma Oy
98(42)
5.3 Development of the business relationship between the Finnish sales unit of Fiskars Oy Ab and Markkinointi Topitorma Oy
140(21)
5.4 Development of the business relationship between the Head Office of Fiskars Oy Ab and Markkinointi Topitorma Oy
161(18)
6 A MODIFIED PROCESS MODEL OF ADVERTISING AGENCY--CLIENT RELATIONSHIPS
179(120)
6.1 Prerequisites for a business relationship
181(5)
6.2 Interaction Processes and interaction styles
186(22)
6.3 Evolving relational infrastructure
208(19)
6.4 Perceived outcomes of interaction processes
227(13)
6.5 Evolving relational bonds
240(32)
6.6 Critical events in relationship development
272(5)
6.7 Phases of relationship development
277(5)
6.8 Cycles of development
282(7)
6.9 Summary of the modified process model and research results
289(10)
7 ASSESSMENT OF THE STUDY
299(17)
7.1 Contribution and conclusions
299(6)
7.2 Validity of the study
305(5)
7.3 Avenues for future research
310(2)
8 SUMMARY
312(4)
APPENDICES 316(22)
1 Adverting agencies in 1989 316(2)
2 Publications and internal document used in case selection and case description 318(3)
3 Interviews and discussions 321(2)
4 Contents of the case study database 323(1)
5 Interview themes and examples of interview questions 324(6)
6 Data display devices 330(1)
7 Codes used in data analysis 331(5)
8 The development of Fiskars Oy Ab in 1980--91 in terms of turnover, personnel and pre--tax earnings 336(2)
9 The development of Markkinointi Topitorma Oy in 1980--91 in terms of gross margin, personnel, pre-tax earnings and market position 338(3)
Notes 341(4)
References 345(12)
Index 357

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