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Aino Halinen, Routledge

Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the Advertising Sector (Routledge Advances in Management and Business Studies)

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ISBN: 0415146070
Издательство: Routledge
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.
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