Gulsoy, Tanses2024-03-132024-03-1320121877-0428https://doi.org/10.1016/j.sbspro.2012.09.1123https://hdl.handle.net/20.500.12662/33578th International Strategic Management Conference -- JUN 21-23, 2012 -- Barcelona, SPAINThe 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 Conferenceeninfo:eu-repo/semantics/openAccessAdvertising agency-client relationshipsbusiness relationship management strategybrand buildingTurkeyConference Object10.1016/j.sbspro.2012.09.11231394138658WOS:000312875900152N/A