Relationship marketing competencies in the UK advertising industry

Date of publication: November 1, 1996


Relationship marketing provides an effective paradigm for analysing client/advertising agency relationships. A quasi-ethnograpic approach was utilised to select an appropriate visual model for evolving a survey tool. Agencies were rated highly for contribution to client marketing objectives and brand standing. Lower ratings were found for service quality and achieving value for money. Conclusions are presented about the perceived contribution to performance of agency management, account managers, media planners, creative staff and production personnel. Discriminant function analysis results indicate this technique may have theoretical and practical potential for determining actions which can contribute to enhancing relationship marketing processes.

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