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Relationship Marketing in Professional Services: A Study of Agency-Client Dynamics in the Advertising Sector by Aino Halinen,

This is a fascinating analysis of the challenging marketing concept of the decade - relationship marketing. In a five-year 'fly on the wall' case study Aino Halinen explored the relationship between a Helsinki advertising agency marketing services and its international client. Using existing theory marketing services and her unique case study, she injects brand new ideas into the creation of a model for understanding agency-client relationships marketing services and looks at the most successful way to develop business relationships. Both the context marketing services and content for relationships are described, concept by concept. The roles of interaction style marketing services and relational bonds - attraction, trust marketing services and commitment - are seen as essential elements in ongoing contacts. Halinen further advances new ideas for understanding the development process by identifying critical events, phases marketing services and cycles. Written with clarity marketing services and insight, this book yields a rich topical harvest for advertising marketing services and other professional service sectors marketing services and will be an excellent source book for business school academics marketing services and advanced marketing students interested in processual research.
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