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| Author: | Verbeke, W. |
| Title: | Developing an advertising agency-client relationship in the Netherlands. |
| Journal: | Journal of Advertising Research
1988 : DEC-1989 JAN, VOL. 28:6, p. 19-27 |
| Index terms: | ADVERTISING AGENCIES CLIENTS NETHERLANDS |
| Language: | eng |
| Abstract: | Wackman, Salmon, and Salmon have investigated how a relationship between an advertising agency and its clients develops. Their study is critically analyzed, replicated and extended in the Netherlands.It is also discussed why relations between an advertising agency and their clients are so vulnerable. |
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