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| Author: | Palihawadana, D. Barnes, B.R. |
| Title: | Investigating agency-client relationships in the Polish advertising industry |
| Journal: | International Journal of Advertising
2005 : VOL. 24:4, p. 487-504 |
| Index terms: | advertising agencies clients poland |
| Language: | eng |
| Abstract: | This paper examines agency selection and client retention factors as perceiverd among agencies and clients operating in the Polish advertising industry. The findings show that clients tend to focus on sales pitch and factors relating to past performance in recruiting an agency. Retention factors, such as quality of service and customer care attributes, were important both to agencies and their clients. |
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