Managing a strategic business relationship in an emerging market: Advertising agency-client relationships in Turkey
Küçük Resim Yok
Tarih
2012
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Elsevier Science Bv
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
The advertising agency-client relationship is considered to be a key factor in the creation of successful, brand-building advertising. Despite a diverse and growing body of literature on the subject in developed countries, less is known about agency-client relationships in developing countries. This study aims to provide an overview of the issues prevailing in the advertising agency-client relationship in Turkey in order to offer some insights into improving this strategically critical relationship especially in the context of emerging markets. (C) 2012 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of the 8th International Strategic Management Conference
Açıklama
8th International Strategic Management Conference -- JUN 21-23, 2012 -- Barcelona, SPAIN
Anahtar Kelimeler
Advertising agency-client relationships, business relationship management strategy, brand building, Turkey
Kaynak
8th International Strategic Management Conference
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
58
