Relationship marketing in professional services : a study of agency-client dynamics in the advertising sector / Aino Halinen.

Format:

Book

Author/Creator:

Halinen, Aino, 1961-

Series:

Routledge advances in management and business studies.

Routledge advances in management and business studies

Language:

English

Subjects (All):

Relationship marketing.

Service industries--Marketing.

Service industries.

Relationship marketing--Finland--Case studies.

Advertising agencies--Customer services--Finland--Case studies.

Advertising agencies.

Physical Description:

1 online resource (xiv, 373 pages) : illustrations

Place of Publication:

London ; New York : Routledge, 1997.

Language Note:

English

Summary:

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.

Contents:

Cover; RELATIONSHIP MARKETING IN PROFESSIONAL SERVICES: A study of agency-client dynamics in the advertising sector; Copyright; CONTENTS; LIST OF FIGURES; LIST OF TABLES; PREFACE; ACKNOWLEDGEMENTS; 1 INTRODUCTION; 1.1 RESEARCH AREA; 1.2 THE BUSINESS RELATIONSHIP CONCEPT; 1.3 EXISTING MODELS OF THE DEVELOPMENT OF BUSINESS RELATIONSHIPS; 2 THE RESEARCH SETTING; 2.1 THE PURPOSE OF THE STUDY AND ITS THEORETICAL UNDERPINNINGS; 2.2 RESEARCH STRATEGY; 2.3 STRUCTURE OF THE STUDY; 3 AN INTERACTION FRAMEWORK FOR THE DEVELOPMENT OF ADVERTISING AGENCY-CLIENT RELATIONSHIPS

3.1 THE NATURE OF ADVERTISING MARKETS AND ADVERTISING SERVICES3.2 CONTEXT OF ADVERTISING AGENCY-CLIENT RELATIONSHIPS; 3.3 PREREQUISITES FOR STARTING A BUSINESS RELATIONSHIP; 3.4 THE CONTENT AND DEVELOPMENT PROCESS OF ADVERTISING AGENCY-CLIENT RELATIONSHIPS; 3.5 CRITICAL EVENTS IN RELATIONSHIP DEVELOPMENT; 3.6 SUMMARY OF THE FRAMEWORK - THE A PRIORI PROCESS MODEL; 4 EMPIRICAL RESEARCH DESIGN; 4.1 SELECTION OF THE EMPIRICAL CASE; 4.2 THE RESEARCH PROCESS; 4.3 DATA COLLECTION; 4.4 DATA ANALYSIS; 4.5 DATA QUALITY; 5 DEVELOPMENT OF THE ADVERTISING AGENCY-CLIENT RELATIONSHIP STUDIED

5.1 THE INTERACTING COMPANIES AND THEIR DEVELOPMENT5.2 DEVELOPMENT OF THE BUSINESS RELATIONSHIP BETWEEN THE MARKETING UNIT OF FISKARS OY AB AND MARKKINOINTI TOPITÖRMÄ OY; 5.3 DEVELOPMENT OF THE BUSINESS RELATIONSHIP BETWEEN THE FINNISH SALES UNIT OF FISKARS OY AB AND MARKKINOINTI TOPITÖRMÄ OY; 5.4 DEVELOPMENT OF THE BUSINESS RELATIONSHIP BETWEEN THE HEAD OFFICE OF FISKARS OY AB AND MARKKINOINTI TOPITÖRMÄ OY; 6 A MODIFIED PROCESS MODEL OF ADVERTISING AGENCY-CLIENT RELATIONSHIPS; 6.1 PREREQUISITES FOR A BUSINESS RELATIONSHIP; 6.2 INTERACTION PROCESSES AND INTERACTION STYLES

6.3 EVOLVING RELATIONAL INFRASTRUCTURE6.4 PERCEIVED OUTCOMES OF INTERACTION PROCESSES; 6.5 EVOLVING RELATIONAL BONDS; 6.6 CRITICAL EVENTS IN RELATIONSHIP DEVELOPMENT; 6.7 PHASES OF RELATIONSHIP DEVELOPMENT; 6.8 CYCLES OF DEVELOPMENT; 6.9 SUMMARY OF THE MODIFIED PROCESS MODEL AND RESEARCH RESULTS; 7 ASSESSMENT OF THE STUDY; 7.1 CONTRIBUTION AND CONCLUSIONS; 7.2 VALIDITY OF THE STUDY; 7.3 AVENUES FOR FUTURE RESEARCH; 8 SUMMARY; APPENDICES; 1 ADVERTISING AGENCIES IN 1989; 2 PUBLICATIONS AND INTERNAL DOCUMENTS USED IN CASE SELECTION AND CASE DESCRIPTION; 3 INTERVIEWS AND DISCUSSIONS

4 CONTENTS OF THE CASE STUDY DATABASE5 INTERVIEW THEMES AND EXAMPLES OF INTERVIEW QUESTIONS; 6 DATA DISPLAY DEVICES; 7 CODES USED IN DATA ANALYSIS; 8 THE DEVELOPMENT OF FISKARS OY AB IN 1980-91 IN TERMS OF TURNOVER, PERSONNEL AND PRE-TAX EARNINGS; 9 THE DEVELOPMENT OF MARKKINOINTI TOPITÖRMÄ OY IN 1980-91 IN TERMS OF GROSS MARGIN, PERSONNEL, PRE-TAX EARNINGS AND MARKET POSITION; NOTES; REFERENCES; INDEX

Notes:

Includes bibliographical references (p. 345-356) and index.

Description based upon print version record.

ISBN:

9781134758142

1134758146

9781280332067

1280332069

9780203280775

0203280776

9780203025512

0203025512

OCLC:

70721560