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| Author: | Tharp, M. Jeong, J. |
| Title: | Executive Insights: The Global Network Communications Agency |
| Journal: | Journal of International Marketing
2001 : VOL. 9:4, p. 111-131 |
| Index terms: | GLOBAL MODELS NETWORKS NETWORK ANALYSIS COMMUNICATION AGENCIES |
| Language: | eng |
| Abstract: | Cross-ownership of brand-name agencies, spin-offs of functional areas, and incorporation of nontraditional marketing communications services are the structural foundations of the global network communications agency. Global capabilities are the new criteria for managing agency-client partnerships. In response, agencies differentiate themselves, increase input, and assure clients of uniform decision-making processes across their network by using "branded" decision tools and agency-client intranets. The core competencies expected from the global network communications agency include brand-planning skills, understanding of relevant consumers and decision aids. |
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