文章基本信息

标题：Managing a Strategic Business Relationship in an Emerging Market: Advertising Agency-Client Relationships in Turkey
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作者：Tanses Gülsoy ; Tanses Gülsoy
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2012
卷号：58
页码：1386-1394
DOI：10.1016/j.sbspro.2012.09.1123
语种：English
出版社：Elsevier
摘要：AbstractThe advertising agency-client relationship is considered to be a key factor in the creation of successful, brand-building advertising. Despite a diverse and growing body of literature on the subject in developed countries, less is known about agency-client relationships in developing countries. This study aims to provide an overview of the issues prevailing in the advertising agency-client relationship in Turkey in order to offer some insights into improving this strategically critical relationship especially in the context of emerging markets.
关键词：Advertising agency-client relationships;Business relationship management strategy;Brand building;Turkey