Agency-client relationship factors across life-cycle stages

Fam, KS; Waller, DS

Agency-client relationship factors across life-cycle stages

Fam, KS Waller, DS

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Publication Type:: Journal Article
Citation:: Journal of Relationship Marketing, 2008, 7 (2), pp. 217 - 236
Issue Date:: 2008-12-01

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Field	Value	Language
dc.contributor.author	Fam, KS	en_US
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.date.issued	2008-12-01	en_US
dc.identifier.citation	Journal of Relationship Marketing, 2008, 7 (2), pp. 217 - 236	en_US
dc.identifier.issn	1533-2667	en_US
dc.identifier.uri	http://hdl.handle.net/10453/10210
dc.description.abstract	When an individual or an organization employs an advertising agency to assist in undertaking promotional activities, a number of factors are involved to ensure that the agency-client relationship runs smoothly. However, for the advertiser, as the relationship develops there can be changes in attitudes toward the advertising agency. This paper analyzes the responses of 82 advertisers regarding different elements in the advertising agency-client relationship and compares them across 4 stages in the agency-client life cycle: (a) Inception, (b) Development, (c) Maintenance, and (d) Dissolution. The results of the survey provide some implications to assist in the understanding of agency-client relationships at different times of the life cycle. © 2008 by The Haworth Press. All rights reserved.	en_US
dc.relation.ispartof	Journal of Relationship Marketing	en_US
dc.relation.isbasedon	10.1080/15332660802279503	en_US
dc.subject.classification	Marketing	en_US
dc.title	Agency-client relationship factors across life-cycle stages	en_US
dc.type	Journal Article
utslib.citation.volume	2	en_US
utslib.citation.volume	7	en_US
utslib.for	150502 Marketing Communications	en_US
utslib.for	150503 Marketing Management (incl. Strategy and Customer Relations)	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1599 Other Commerce, Management, Tourism and Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.issue	2	en_US
pubs.publication-status	Published	en_US
pubs.volume	7	en_US

Abstract:

When an individual or an organization employs an advertising agency to assist in undertaking promotional activities, a number of factors are involved to ensure that the agency-client relationship runs smoothly. However, for the advertiser, as the relationship develops there can be changes in attitudes toward the advertising agency. This paper analyzes the responses of 82 advertisers regarding different elements in the advertising agency-client relationship and compares them across 4 stages in the agency-client life cycle: (a) Inception, (b) Development, (c) Maintenance, and (d) Dissolution. The results of the survey provide some implications to assist in the understanding of agency-client relationships at different times of the life cycle. © 2008 by The Haworth Press. All rights reserved.

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http://hdl.handle.net/10453/10210