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Research papers

Relationship marketing competencies in the UK advertising industry

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...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'
Authors: Ian Chaston, Jonathon Lace, Terry Mangles
November 1, 1996
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Citation

Chaston, Lace and Mangles (1996a, November 01). Relationship marketing competencies in the UK advertising industry. ANA - ESOMAR. Retrieved June 19, 2024, from


https://ana.esomar.org/documents/relationship-marketing-competencies-in-the-uk-advertising-industry