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| Author: | Grant, I. McLeod, C. |
| Title: | Advertising agency planning - conceptualizing network relationships |
| Journal: | Journal of Marketing Management
2007 : VOL 23:5-6, p. 425-442 |
| Index terms: | advertising agencies networks planning |
| Freeterms: | imc relationships |
| Language: | eng |
| Abstract: | This article discusses the networked relationships between agency parties involved in the process of advertising planning, internal and external to advertising planning. The authors seek to conceptualize the move from dyadic to multipartner relationships and focus on the degree of collaboration. |
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