Client-Agent Relationship Dynamics in Advertising Agencies (Paperback)

Now-a-days the global business environment has become incredibly complex and competitive due to the economical crisis. At the present time building up a satisfied relationship with customers seems to be more important than ever. Advertising Agencies are one of the most highlighted service industries all over the world. The empirical focus of this study is the relationship between client and advertising agency. It is a complex procedure with each side owning a key to the great financial benefits associated with success. It is said that marketing is part science and part art, and in no other arena is this as apparent as in the client/agency relationship.