Book Cover; Title; Contents; List of figures; List of tables; Preface; Acknowledgements; INTRODUCTION; The business relationship concept; Existing models of the development of business relationships; THE RESEARCH SETTING; Research strategy; Structure of the study; AN INTERACTION FRAMEWORK FOR THE DEVELOPMENT OF ADVERTISING AGENCY-CLIENT RELATIONSHIPS; The nature of advertising markets and advertising services; Context of advertising agency-client relationships; Prerequisites for starting a business relationship; The content and development process of advertising agency-client relationships
Summary
This is an insightful analysis of the most challenging marketing concept of the decade - relationship marketing
Bibliography
Includes bibliographical references (pages 345-356) and index
