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

by Halinen,Aino

• ISBN13: 9780415146074
• ISBN10: 0415146070
• Format: Hardcover
• Copyright: 1996-12-16
• Publisher: Routledge

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