Developing an account-management lifecycle for advertising agency-client relationships

Publication Type:
Journal Article
Citation:
Marketing Intelligence & Planning, 2004, 22 (1), pp. 95 - 112
Issue Date:
2004-01-01
Metrics:
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This paper will discuss the concept of account management in the area of advertising agency-client relationships. The main theoretical issues regarding agency-client relationships are discussed by means of a review of the literature to identify an account-management lifecycle for agency-client relationships. Three main stages were identified: agency evaluation/selection; relationship development and maintenance; and agency review/termination. Discussing the literature will also provide a greater understanding of agency-client relationships and identify possible areas for further research. © 2004, Emerald Group Publishing Limited
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