Abstract
Borrowing concepts from both services and industrial marketing, this paper examines the advertising agency-client relationship, revealing that active relationship management today requires more effort than the traditional account manager-advertising department linkage. Understanding the types of advertising tasks and the roles played by decision-makers allows today's managers to develop appropriate communication strategies important in maintaining this service relationship. Managerial implications and recommendations for other service agencies are discussed as well.
Keywords
Agency (philosophy)BusinessLinkage (software)Advertising account executiveAdvertisingService (business)MarketingRelationship marketingCustomer relationship managementPublic relationsMarketing managementOnline advertisingComputer scienceSociologyPolitical scienceThe Internet
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Publication Info
- Year
- 1991
- Type
- article
- Volume
- 10
- Issue
- 2
- Pages
- 151-159
- Citations
- 35
- Access
- Closed
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Cite This
Richard F. Beltramini,
Dennis A. Pitta
(1991).
Underlying Dimensions and Communications Strategies of the Advertising Agency-Client Relationship.
International Journal of Advertising
, 10
(2)
, 151-159.
https://doi.org/10.1080/02650487.1991.11104445
Identifiers
- DOI
- 10.1080/02650487.1991.11104445