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Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the Advertising Sector

A. Halinen

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ISBN 10: 0415146070 / ISBN 13: 9780415146074
Usado Condición: D'occasion - Très bon état Encuadernación de tapa dura
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Gastos de envío: EUR 9,01 De Francia a Estados Unidos de America Destinos, gastos y plazos de envío
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La Bataille des Livres
Pradinas, Francia

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Librería en AbeBooks desde: 17 de septiembre de 2013

Descripción

Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the Advertising Sector | A. Halinen | Routeledge, 1997. In-8° cartonné, 373p. Couverture propre. Dos solide. Intérieur frais sans soulignage ou annotation. Exemplaire de bibliothèque : petit code barre en pied de 1re de couv., cotation au dos, rares et discrets petits tampons à l'intérieur de l'ouvrage. Très bon état général [Ba38+]. N° de ref. de la librería 70-40V2-6W5C

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Detalles bibliográficos

Título: Relationship Marketing in Professional ...

Encuadernación: Hardcover

Condición del libro: D'occasion - Très bon état

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Sinopsis:

Relationship marketing is one of the most challenging marketing concepts of the decade. In a five-year 'fly on the wall' case study, Halinen explores the relationship between a Helsinki advertising agency and its international client.

From the Back Cover:

This is a fascinating analysis of the challenging marketing concept of the decade - relationship marketing. In a five-year 'fly on the wall' case study Aino Halinen explored the relationship between a Helsinki advertising agency and its international client. Using existing theory and her unique case study, she injects brand new ideas into the creation of a model for understanding agency-client relationships and looks at the most successful way to develop business relationships. Both the context and content for relationships are described, concept by concept. The roles of interaction style and relational bonds - attraction, trust and commitment - are seen as essential elements in ongoing contacts. Halinen further advances new ideas for understanding the development process by identifying critical events, phases and cycles. 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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